Apple has decided that smaller is better, introducing a more compact iPhone and iPad at their latest product event.
The firm introduced the iPhone SE, a cheaper and smaller device than the iPhone 6s that was launched last year.
It has been suggested the move to introduce a four-inch phone for the first time since 2013 is an attempt to further break into the emerging markets in India and China.
Apple chief Tim Cook opened the event by addressing the company's current privacy dispute with the US government, saying it "would not shrink from it's responsibility" in the on-going dispute, which sees both parties in court on Tuesday.
Speaking at the live event at the firm's Cupertino headquarters, Mr Cook said: "We built the iPhone for you, our customers. It is a deeply personal device. iPhone is an extension of ourselves. We need to decide as a nation how much power the government should have over our data."
The chief executive added that support from other technology companies and beyond has been crucial to Apple standing up to the government.
Apple is standing firm over government requests that that the company help create a piece of software that would help the authorities access encrypted data on a locked iPhone belonging to a terror suspect.
"We've been humbled by the support we've had from across the country. We didn't expect to be in this position - at odds with own government," added Mr Cook.
"We believe we have a responsibility to protect your data and your privacy."
A new iPad Pro, smaller at 9.7-inches has also been announced, a similar size to the firm's existing iPad Air line.
Apple's Phil Schiller said the new device had the same display as the larger 12.9-inch Pro, and also comes with a new light system called Night Shift, that lowers blue light for reading in the dark.
The display also has a display Apple is calling True Tone, which changes the colours on the screen depending on the light conditions it is being used in.
Apple added that the iPhone SE will also be the company's "most affordable" phone.
The SE will come with up-to-date specifications including a 12-megapixel camera and the ability to record video in 4K - for times that of HD.
The new smaller, iPad Pro also supports the smart keyboard and Apple Pencil stylus that are part of the larger Pro's set-up.
It will be available in four colours, including rose gold, for the first time.
Software updates to the Apple TV, as well as series of new Apple Watch wristbands were also revealed.
The pre-order and on-sale dates match those of the iPhone SE - going on-sale in the UK on March 31.