Cook also praised the Apple developer community which has 16 million registered developers and added three million past year.
While Apple typically launches new iPhones shortly after its iOS updates, this year's phones are expected to be delayed past the usual release date in September.
Amazon has certainly been keen to bolster its lineup of original programming in recent years, especially in the face of tough competition from Netflix and it's critically acclaimed lineup, which includes hits like Stranger Things and House of Cards.
Soon after the announcement Amazon tweeted, "You asked (a lot)".
The company also introduced its updated operating system for the Apple Watch. The dock can also now appear on any screen - meaning you don't have to go home to access the dock.
New swimming sets of workouts, motion and heart rate algorithms for high intensity interval training have also been added with consumers also able to pair their Apple Watch to cardio equipment such as treadmills and bikes to sync the information on the machine with the watch.
Apple vice president Phil Schiller said the company's Siri team had tuned the assistant into a "musicologist" that learns the tastes of listeners and gets songs from the internet cloud.
"We really believe it is going to take your home music experience to the next level", Apple chief executive Tim Cook said as he unveiled it.
NRMA Road Safety Expert Dimitra Vlahomitros called technology the "missing link" in addressing the dangers of driver distraction.
The mobile operating system will also get a new file management system that is much more closely aligned with the traditional file systems found on desktop and laptop computers. The phone would also come with fast charging option to charge the device faster. It boasts a 5K display, a Xeon CPU with up to 18 cores, a 4TB SSD and up to 128GB of RAM.
Is it a part of Apple's renewed effort to slay its MacBook Air line of devices?
Apple has updated its iPad Pro range with the all-new 10.5-inch iPad Pro and a new 12.9-inch iPad Pro.
There are new improvements for iPads in iOS 11 too. If a user erases a message on your iPhone or iPad, that will be reflected on the Mac as well. Perhaps the most exciting is ARkit, a new tool for developers aimed at making apps for the iPhone work better with augmented reality.