(Bloomberg News) -- Apple Inc. spent almost two-and-a-half hours introducing new software and services at its annual conference for the developers building apps for iPhones, iPads, Macs and other devices. While the highlight of Monday's event was Apple Music, a brand-new unlimited streaming service, the company also gave updates on iOS, OS X, Apple Pay and Apple Watch, and introduced some new features.

There weren't any new phones, tablets, computers, or the much-rumored TV product. But make no mistake: Today's event was all about giving consumers hard-to-resist reasons for buying Apple's hardware products, which are projected to fuel almost $232 billion in revenue for the business year through September.

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