San Francisco, Sep 10 (IANS): Apple chief executive Tim Cook on Wednesday took to the stage to start the conference at the Bill Graham Civic Auditorium here, before calling design manager Jeff Wilson to talk about innovations in Apple's extended devices vertical.

Wilson showcased new bands of the iWatch and also showed the new developments to the WatchOS 2.

"There are currently 10,000 apps in the operating OS right now along with the Facebook Messenger, Go Pro and a new health app called AirStrip," he said.

"The new watch will be available in 24 countries starting September 16," Wilson said before calling Tim Cook back on stage to talk about innovations in the iPad lineup.

Apple has been partnering with IBM, Cisco to enhance enterprise mobility or in other words encourage bring your own devices (BYOD) to work culture that aims at increasing productivity in the work place.

The multinational technology giant was scheduled to announce two new phones supposedly the iPhone 6S and the iPhone 6S plus, along with an upgrade to its live streaming box called Apple TV.

Currently, 20 percent of US households use a streaming device for TV and rival streaming service provider Roku leads the sales with approximately 34 percent of the market followed by Google's Chromecast and Amazon's Fire TV.

The company is also expected to make announcements regarding its iPad lineup and also introduce a technology called Force Touch.

Analysts expects that the new technology will be based on how hard the user presses the screen giving off a first of its kind experience.