Apple has unveiled a larger iPad tablet, a TV box with its own app store and new iPhones that can detect how firmly their screens are being pressed.
The firm suggested the iPad Pro was suited to work tasks, video games and both editing and watching movies.
Sales of the company's earlier iPads had been on the decline.
Apple said the "3D touch" feature of its new phones "transformed" the experience of using them by making it easier to use and switch between apps.
Huawei demonstrated its own version of the feature - which it called "force touch" - at its own launch event last week.