Apple's big annual reveal of its latest and greatest devices and services has done little to assuage the growing feeling that the smartphone pioneer has passed the baton for innovation to its rivals.

The tech giant held an event in California in the early hours of Wednesday  Australia time, unveiling details of three new iPhones under the iPhone 11 name, a new 10.2 inch iPad, its Netflix-rival streaming service Apple TV+, a gaming subscription app called Apple Arcade, and a new Apple Watch series 5.