Apple Inc. unveiled the latest version of the operating system that powers the popular iPhone, iPad and iPod Touch products as the Silicon Valley company steps up competition against Google Inc. and Microsoft Corp.

The software, called iOS 6, includes integration with Facebook Inc.'s website, new functionality to help customers keep track of movie tickets, keep up with sports scores, other new features and significant enhancements to Siri.

The announcements Monday came in a nearly two-hour presentation at its annual Worldwide Developers Conference here, which included the debut of a bevy of new portable computers and features for its coming new Macintosh operating system, Mountain Lion, which is expected to be released in July.

Apple Chief Executive Tim Cook, world-wide marketing head Phil Schiller and Scott Forstall, Apple's senior vice president for iOS software, took the stage at the conference.

A headline feature of the new operating system was Apple's new maps application, which will end the company's reliance on Google's mapping service. Apple's new service largely offers the same features but also includes free turn-by-turn navigation and a new three-dimensional flyover feature based on photographs taken from flights made over cities around the world.

'This is a world-wide effort,' said Mr. Forstall, head of Apple's mobile software division. 'We're doing all the cartography ourselves.'

Apple unveiled a new laptop computer, which it called 'the next generation MacBook Pro,' which has a high-resolution screen, faster chips and a thin design. It also showed off the redesigned MacBook Air.

Apple shaved $100 from the price of most of the MacBook Airs with the exception of the entry level model which is still at $999. The thinner MacBook Pro models with the retina display-which Apple is characterizing as its high-end 15-inch laptop-start at $2,199. Apple also updated other MacBook Pros, which start at $1,199 for a 13-inch version. Apple said the models are shipping immediately.

The Cupertino, Calif., company also discussed refinements for its iCloud Internet service, including more social networking and photo sharing features that will be seen as Apple's latest efforts in the increasing arms race against Google to win the hearts of app developers and wallets of consumers.

Apple said Monday that it has more than 400 million accounts on its App Store, and customers have downloaded some 30 billion apps.

For every 10 apps developers build, roughly seven are for Apple's mobile platform, according to recent data from mobile analytics service Flurry.

This year, in response to demand, Apple has lowered its age requirement for conference attendance from 18 years old to 13. Still, continuing to meet lofty expectations-and top the hoopla of prior events-remains a challenge for the company. Last year's conference was the last keynote presentation by Steve Jobs, Apple's co-founder, who died in October. He unveiled iCloud, the company's ambitious effort to allow consumers to gain access to their media across different Apple devices.

While Apple's iPhone is still successful by any measure, devices built using Google's Android operating system have outgrown Apple's market share to become the dominant smartphone operating system world-wide. Apple's continued efforts in Internet services, for which Google is well known, is expected to strengthen the iPhone maker's position.

The new operating system, which is expected to begin powering iPhones, iPod Touches and iPads later this year, has become a cornerstone of Apple's success as it has grown from a niche computer maker into a dominant mobile handset manufacturer. Apple has since sold more than 365 million iPhones, and more than 67 million iPads.

'This is ultimately why people choose to work at Apple and with Apple, to do the best work of their lives,' said Mr. Cook. 'I can't think of a better reason of getting up in the morning.'

JESSICA E. VASCELLARO / IAN SHERR