A comparison between iPad Pro and iPhone 6 during the Apple event at the Bill Graham Civic Auditorium in San Francisco on September 9, 2015. [Liu Zheng/ chinadaily.com.cn]

Apple TV

The all-new Apple TV that made its debut on Wednesday's event is built with a new generation of hardware and introduces an intuitive and fun user interface using the Siri Remote.

The device runs an all-new tvOS operating system, based on Apple's iOS, which enables millions of iOS developers to create innovative new apps and games specifically for Apple TV and deliver them directly to users through the new Apple TV App Store, according to Apple.

"Apps make the TV experience even more compelling for viewers and we think the apps represent the future of TV," said Eddy Cue, Apple's senior vice president of Internet Software and Services.

"Apple TV has become more intelligent and humanizing, but due to little available local third-party apps that will be supported by the new gear, the functions can not be fully utilized in the Chinese mainland," said Fan.

Live Photos

Software update such as "Live Photos" was also highlighted at the event.

Thanks to the new upgraded 64-bit A9 chip and 12-megapixel processor iSight camera in the new iPhones, "Live Photos" lets user snap photos and then animate like GIFs, and it is also takes advantage of the devices' support for 3D Touch, the new ways to navigate and experience iPhone by sensing pressure to enable new "peek and pop" gestures.

"Live Photos gives a new option for picture apps developers, especially those who work in the e-commerce sector, to design more user-friendly pictures than the traditional GIFs in promoting online products," said Su Zhe, a product manager at Mogujie.com, a Chinese buyer-based social network site that provides services to women Internet users.

Apple Inc reported third-quarter earnings in July that edged analysts' expectations, with revenue in Greater China reaching $13.2 billion, an increase of 112 percent year-over-year, and the sale of iPhones climbing 85 percent.

According to previous reports by China Daily, Cook said that the growth in Greater China was "outstanding" -- the Mac App Store’s revenue more than doubled in China, and the company intends to open 40 stores in China by the middle of next year.

"Obviously I can't predict the future, but our performance so far this quarter is reassuring. Additionally, I continue to believe China represents an unprecedented opportunity over the long term," Cook wrote to CNBC recently in comments about the company's business in China.