Apple staked a new claim to the living room on recently, as the maker of iPhones and other hand-held gadgets unveiled an Internet TV system that’s designed as a beachhead for the tech giant’s broader ambitions to deliver a wide range of information, games, music and video to the home.

CEO Tim Cook and other executives also showed off two new iPhone models, a plus-sized iPad with detachable keyboard and updated software for the Apple Watch during an exhaustive, two-hour event in San Francisco’s Bill Graham Civic Auditorium.

Apple is counting on sales of the new iPhones to maintain its position as one of the most profitable, and valuable, companies in the world.

But it’s the new Apple Internet TV system that some analysts point to as an important step for the company as Cook attempts to build a business that doesn’t rely so heavily on the iPhone.

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