Cook talked about the success of the iPhone 5 and the new iPod Touch, both released last month. He said there have been 3 million iPod Touches sold.
He also talked about an upgrade to Apple's software for mobile devices, iOS 6. He said there were now 200 million devices running iOS 6.
He said the app store had more than 700,000 apps, including 275,000 for the iPad. Customers have downloaded more than 35 billion apps, he said.
He touted an e-book app called iBooks and announced a new version with a new reading option: continuous scrolling. With that, you keep scrolling down the screen rather than flip pages to keep reading. You can also tap on a quote to share instantly on Facebook or Twitter.
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.