"We are so pleased to welcome Amazon to Apple TV". It will ship later this year. Sound familiar? That's because it's very much like the Amazon Echo and Google Home. Will it be a Siri speaker? Apple also announced a redesign of the App Store, which clocks over 500 million visitors a month on the iOS platform. That's an unusual departure, as Apple usually reveals at least a few new tvOS software features at its developer conference.
Safari, Apple's web browser, will stop videos from automatically playing when you open a web page, offering a "serene browsing experience".
Siri has taken acting lessons and now delivers his or her lines with a little more human-like inflection.
"Siri understands context, your interests, and how you use your device", Mashable quoted Craig Federighi as saying. If you've been Googling flights to Reykjavik, it might suggest an article about Iceland.
If you're a regular Apple Pay user, you'll be pleased to hear that you can now transfer cash to friends and family.
This update will add various features to the AI helper including translation and Personal DJ, which recommends music to listen to based on what you like the most. Called Watch OS4, the system includes new animated watch faces, including one featuring "Toy Story" characters Woody and Buzz Lightyear. Users can also decide if there are some people who should be able to "break through" the mode, in the event there's an important message.
And if you aren't already, you may soon be paying with your mobile phone.
However, it is going to be interesting to see how Apple is going to play around with this. When you re-install app in iOS 11, you will get back all data and documents. The Apple TV app will presumably have the same limitations. You can hit "Download profile" and install the new iOS 11 Beta. The OS will roll out later in the year, as a free update for existing users.
A one-handed keyboard, improved Apple Maps and customisable Control Centre are also included in this huge update.
The latest operating system also offers better tracking of swimming and other high-intensity workouts.
Last year, Apple added an option to iOS 10 that grants apps access to a user's location only when said apps are actually being used.