After touting growth in Mac computers at a time when sales of Windows-based machines are slowing, Apple introduced a new MacBook. In June, Apple introduced a MacBook Pro that is about as thin as its already-slim MacBook Air, but with a sharper display. That model had a 15.4-inch screen.
At Tuesday's event, Schiller unveiled a smaller version, with a screen of 13.3 inches. He noted that the 13.3-inch MacBook Pro that Apple already makes has been the company's top-selling laptop. The new version adds the sharper display and is thinner and lighter than the regular MacBook Pro.
"In typical Apple fashion, we are going to take our best product and introduce something better and much cooler," he said.
The starting price is $1,699.
Schiller teased audience by talking about the Mac Mini, not an iPad Mini.
"You knew there would be something called 'mini' in this presentation," he said to laughter.
A new Mac Mini starts at $599 and comes with 4 gigabytes of RAM, or working memory, and a 500 GB hard drive for storage. A $999 version comes with a terabyte hard drive, or double the capacity.
The audience cheered as Schiller unveiled new iMac computers. It looks like a super-thin display screen, but Schiller noted that "there is an entire computer in here."
There will be models with Apple's new fusion drive. That's a combination of the traditional, spinning hard drive and one using "flash" memory. Flash is faster, but capacity is smaller. Schiller says the fusion drive will have the speed of flash and the capacity of regular hard drives.
They will come in two display sizes. The 21.5-inch version starts at $1,299, and the larger one at $1,799. They will be available in December.
As he introduced the new iMacs, he showed on a giant display how the iMac has shrunk over the years.
Apple says it sold its 100 millionth iPad two weeks ago. That means it sold about 16 million since the end of the second quarter, the last time it released a figure.