The Latest on Apple: New iPhone, iPad highlight event

Apple is retooling its iPhones and iPads in an effort to generate more excitement about a product lineup that has been losing some of its pizazz.

The iPhone 6S's 4.7-inch screen, though, didn't appeal to many consumers who prefer a device that's easier to put in their pockets.

Prices for the iPhone SE will start at $399 for a model with 16 gigabytes of storage.

The price for an iPad Air with 16 gigabytes of storage is being cut by $100 to $399 in another attempt to spur sales.

Analysts say those customers could be candidates to buy the new iPhone SE, either because of its lower price or because they find it easier to hold a smaller phone.

The new iPhone comes as sales taper off for the device that generates the bulk of Apple's profits.

Like the iPhone 6S, the iPhone SE will be able to take pictures at 12 megapixels.

The expanded variety is designed to appeal to the roughly one-third of Apple watch owners who like to switch bands.

While Apple hasn't released figures, IDC's analysts estimate the tech giant shipped 11.6 million watches last year.

Apple CEO Tim Cook is reiterating his pledge to resist the U.S. government's demands for the company's help to unlock an encrypted iPhone used by one of the killers in the San Bernardino mass shootings.

Cook opened a product event in California on Monday by saying that Apple owes it to its customers to protect their privacy and the personal information they store on iPhones.

Apple says that doing so could leave all iPhones vulnerable to future hacking attempts, although federal prosecutors contend they're only asking Apple to write code that would work with one phone to protect national security.

Apple product events typically spark anticipation among tech bloggers and the company's hard-core fans.