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Apple reveals smaller, cheaper iPhone and iPad Pro products targeting India and China

By Martyn Landi

Published 21/03/2016

Apple Sr. Vice President of Marketing Phil Schiller introduces the new iPad during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Sr. Vice President of Marketing Phil Schiller introduces the new iPad during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook stands in front of a slide of the company's new campus which is under construction during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple watches are seen on display during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple watches with new band colors are seen on display during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Sr. Vice President of Marketing Phil Schiller introduces the new iPad during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Sr. Vice President of Marketing Phil Schiller introduces the new iPad Pro during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
A set of iPhone SE handsets are seen on display during a media event at Apple headquarters in Cupertino, California on March 21, 2016. The new iPhone SE will debut at $399 for US customers without a contract subsidy, a significant cut from the price of its larger iPhones. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Members of the media work during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Today, Apple announced the release of a new smaller iPhone SE, a 9.7 inch iPad Pro, and various software improvements for existing devices. Apple announced March 21 the release of a new smaller iPhone SE, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Vice President of Product Marketing Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Today, Apple announced the release of a new smaller iPhone 6E, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Sr. Vice President of Marketing Phil Schiller introduces the new iPad during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Vice President of Product Marketing Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Vice President of Product Marketing Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Today, Apple announced the release of a new smaller iPhone 6E, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images) *** BESTPIX ***
Apple CEO Tim Cook speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Vice President of Product Marketing Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook explains how to order food through Apple TV during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Today, Apple announced the release of a new smaller iPhone 6E, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: Apple COO Jeff Williams speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
Apple CEO Tim Cook (C) uses a new iPad Pro during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: Apple COO Jeff Williams speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple COO Jeff Williams speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple COO Jeff Williams speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
Jeff Williams, Chief Operating Officer for Apple, speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Apple on March 21 announced the release of a new smaller iPhone SE, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller shows the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO Tim Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
Apple Vice President of Product Marketing, Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Apple on March 21 announced the release of a new smaller iPhone 6E, a 9.7 inch iPad Pro, and various software improvements for existing devices. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple Vice President of Product Marketing, Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Apple went small -- cutting prices as well as screen sizes -- unveiling a new iPhone and iPad aimed at reaching more customers and boosting replacements, at a low-key product unveiling March 21. The new iPhone SE will debut at $399 for US customers without a contract subsidy, a significant cut from the price of its larger iPhones. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: The new iPhone SE is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: An attendee looks at the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: An attendee inpsects the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: New Apple Watch bands are displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: The new iPhone SE is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: An attendee inpsects the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller shows the camera on the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook looks at a display of the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook inspects the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: The new iPhone SE is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: The new 9.7" iPad Pro is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook holds the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Attendees look at the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook holds the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
Apple CEO Tim Cook speaks during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Apple on Monday unveiled a new iPhone with a four-inch screen, aiming to reach consumers looking for a handset that is more affordable and compact than its flagship models. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: The new 9.7" iPad Pro is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: An attendee looks at the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Attendees look at the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: An attendee looks at the new 9.7" iPad Pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: The new 9.7" iPad Pro is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO announced the iPhone SE and a 9.7" version of the iPad Pro. (Photo by Justin Sullivan/Getty Images)
Apple Vice President Gregory Joswiak introduces the new iPhone SE during a media event at Apple headquarters in Cupertino, California on March 21, 2016. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
Apple CEO Tim Cook gestures during a media event at Apple headquarters in Cupertino, California on March 21, 2016. Apple on Monday unveiled a new iPhone with a four-inch screen, aiming to reach consumers looking for a handset that is more affordable and compact than its flagship models. / AFP PHOTO / Josh EdelsonJOSH EDELSON/AFP/Getty Images
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces accessories for the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple senior vice president of worldwide marketing Phil Schiller announces the new 9.7" iPad pro during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company announced updates to its iPhone and iPad lines, and introduced new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple VP Greg Joswiak announces the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks about the Apple Watch during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
File photo dated 11/11/15 of Apple chief executive Tim Cook, who has said the corporation "would not shrink from it's responsibility" in its ongoing battle with the US government over data privacy. PRESS ASSOCIATION Photo. Issue date: Monday March 21, 2016. The technology giant is resisting government requests that the company help create a piece of software that would help the authorities access encrypted data on a locked iPhone belonging to a terror suspect. See PA story TECHNOLOGY Apple Security. Photo credit should read: Niall Carson/PA Wire
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks about the Apple Watch during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks about the Apple Watch during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple CEO Tim Cook speaks during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)
CUPERTINO, CA - MARCH 21: Apple COO Jeff Williams speaks during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. The company is expected to update its iPhone and iPad lines, and introduce new bands for the Apple Watch. (Photo by Justin Sullivan/Getty Images)

Apple has decided that smaller is better, introducing a more compact iPhone and iPad at their latest product event.

The firm introduced the iPhone SE, a cheaper and smaller device than the iPhone 6s that was launched last year.

It has been suggested the move to introduce a four-inch phone for the first time since 2013 is an attempt to further break into the emerging markets in India and China.

Apple chief Tim Cook opened the event by addressing the company's current privacy dispute with the US government, saying it "would not shrink from it's responsibility" in the on-going dispute, which sees both parties in court on Tuesday.

Speaking at the live event at the firm's Cupertino headquarters, Mr Cook said: "We built the iPhone for you, our customers. It is a deeply personal device. iPhone is an extension of ourselves. We need to decide as a nation how much power the government should have over our data."

The chief executive added that support from other technology companies and beyond has been crucial to Apple standing up to the government.

Apple is standing firm over government requests that that the company help create a piece of software that would help the authorities access encrypted data on a locked iPhone belonging to a terror suspect.

"We've been humbled by the support we've had from across the country. We didn't expect to be in this position - at odds with own government," added Mr Cook.

"We believe we have a responsibility to protect your data and your privacy."

A new iPad Pro, smaller at 9.7-inches has also been announced, a similar size to the firm's existing iPad Air line.

Apple's Phil Schiller said the new device had the same display as the larger 12.9-inch Pro, and also comes with a new light system called Night Shift, that lowers blue light for reading in the dark.

The display also has a display Apple is calling True Tone, which changes the colours on the screen depending on the light conditions it is being used in.

Apple added that the iPhone SE will also be the company's "most affordable" phone.

The SE will come with up-to-date specifications including a 12-megapixel camera and the ability to record video in 4K - for times that of HD.

The new smaller, iPad Pro also supports the smart keyboard and Apple Pencil stylus that are part of the larger Pro's set-up.

It will be available in four colours, including rose gold, for the first time.

Software updates to the Apple TV, as well as series of new Apple Watch wristbands were also revealed.

The pre-order and on-sale dates match those of the iPhone SE - going on-sale in the UK on March 31.

Online Editors

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