The iPad Air will go on sale Nov. 1 and start at $499, while the iPad 2 will continue selling at $399.
A new, 13-inch MacBook Pro with Retina display is thinner and lighter, Schiller said, adding that the laptop has up to 9 hours of battery life, enough to "watch the entire trilogy of 'The Black Knight' on one charge." The notebook's new price is lower: $1,299, compared with $1,499 for the previous version.
A larger MacBook Pro, with a 15-inch monitor and 256 gigabytes of storage starts at $1,999, compared with $2,199 for the previous version.
The Mac Pro, a high-end desktop computer aimed at what Apple calls "power users," will be available in December for $2,999.
Apple also says nearly two-thirds of its mobile devices are running iOS7, the revised operating system it released in September. Twenty million people have listened to iTunes Radio about a month after its release.