The future of TV is shopping apps, said Apple Inc.’s CEO Tim Cook at Apple’s live event today.

Cook announced numerous updates on Apple products at the event, including shopping apps for the Apple TV. The Apple TV will now have an app store where consumers can download apps directly to their TV. To get Apple TV capability, consumers plug in the Apple TV box into their normal high-definition TV via an HDMI cable.

Michelle Peluso, CEO of Gilt Groupe Inc., demonstrated how to use the retailer’s app on the Apple TV. Gilt operates a flash-sale site offering designer goods at discount prices.

The Apple TV’s remote has a touch pad so consumers can swipe and tap to navigate the TV screen. The remote is also voice-activated, so a consumer can push the “Siri” or voice button on the remote to navigate the app, such as saying, “Show me women’s dresses.”

When a shopper is ready to check out, she taps a “Buy now” button, which takes her to a check out page, she taps place order and then the purchase is confirmed. Gilt is a members-only site so payment information is saved. Gilt has more than 9 million members and 80% of its sales come from iOS devices, Peluso said at the event.

“Apple innovation has always been great for Gilt,” Peluso said.

Other available Apple TV apps include TV and movie content from companies such as Hulu, HBO, Netflix and Showtime, mobile and web lodging site Airbnb Inc., and home buying app Zillow.

Developers can start building apps for the new Apple TV operating system TVOS now, and the TV is scheduled to be available to consumers in late October.

Shopping on a TV can offer a broader digital shopping experience to more people, rather than just one or two consumers on a desktop or tablet, says Frank Gillett, vice president and principal analyst at Forrester.

“Given Apple’s strong iPhone customer base, retailers will have to explore how shopping on Apple TV will work out – they can’t afford to ignore it,” Gillett says.

However, only 6% of U.S. online adults use an Apple TV and just 13% of adults are interested in giving an Apple TV a try, according to a May 2015 Forrester Research study  based on data from  4,700 respondents.

Other updates from the Sept. 9 Apple event include unveiling the Apple Watch’s next software release, watchOS 2, which is to be available Sept. 16. Watch apps can now be made specifically for the Apple Watch and the watch apps can access the smartwatch’s microphone, speakers and health sensors. There are 10,000 watch apps in the watch store, and Apple Watch customer satisfaction is at 97%, Cook added.

Apple also announced the iPhone 6s, with a 4.7-inch screen, and 6s plus, with a 5.5-inch screen. Apple touted its new multi-touch feature, a “3-D touch.” Here’s how it works: Consumers can access navigation options by pressing down harder on the screen, opening a pop-up menu. For example, if a consumer taps and holds down the icon for social media app Instagram on the smartphone’s home screen she can choose to directly go into the app’s activity feed or update her status.  The app opens exactly where she wants to go.

The new smartphones are available for pre-orders Sept. 12 and available in-store Sept. 25. 

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