The highlight of the announcement event, which was held in Apple's Steve Jobs Theater at its new Cupertino, Calif., headquarters, was likely the new iPhone X smartphone that celebrates the iPhone's 10-year legacy which essentially changed the global smartphone marketplace.
Apple claims the error rating on the iPhone X's Face ID is one in a million. Look for TIME's full assessment of how the iPhone X's other features work, including wireless charging and the new cameras, when we write our full review. Apple showed off a simple use for this new, sophisticated camera technology with "animoji", which lets people animate emoji characters with their facial expressions.
The company also announced a new wireless charging pad, AirPower, that will be able to charge the new phones and watches and even AirPods, the company's wireless earbuds, if the consumer buys a new special case for them. However, there's not a lot of video in 4K and HDR yet, nor are there many TVs that can display it. Apple says there is a deeper strengthening layer in the glass that makes it the "most durable in a smartphone'". Unlike its siblings, the iPhone X comes with a gorgeous design.
The Super Retina display screen is now swiped upwards to unlock, with swipes also used to close apps now the home button is gone.
"That's what's going to keep Apple, Apple, is if we keep us, us".
Apple skipped the iPhone 7s and went straight to the iPhone 8.
The iPhone X's dual rear cameras are 12MP with f/1.8 and f/2.8 apertures. The phone is practically identical to the iPhone 7 from previous year, with a few upgrades. The price of Apple Watch Series 3 with cellular starts at $399 and the non-cellular variant starts at $329.
"iPhone 8 and iPhone 8 Plus are a new generation of iPhone that improves on everything we love about iPhone", Philip Schiller, Apple's Senior Vice President of Worldwide Marketing, said in a statement.
The iPhone 8 and iPhone 8 Plus will hit shelves September 22. The iPhone 8 will be available in a 64GB and 256GB model, priced at $699 and $849, respectively, while the iPhone 8 Plus will be start at $799 for the 64GB version and $949 for the 256GB version.
The iPhone 8 and 5.5 inch-screen 8 Plus are similar to the the iPhone 7 and 7 Plus but boast wireless charging and better processors and cameras.
The 8 range will be available from 22 September; pre-orders will be accepted from 15 September.
The Apple iPhone X comes with a power button at the right, which can now be used to fire up Siri or Apple Pay for payments, etc.