Apple has paid homage to its late co-founder Steve Jobs for the 10-year anniversary of the iPhone unveiling its latest - and almost certainly most expensive - new version of the device, the iPhone X.
On Tuesday chief executive Tim Cook called it "the biggest leap forward" since the first iPhone. ("X" is pronounced 10, not the letter X.)
Apple also unveiled a new iPhone 8 and a larger 8 Plus with considerable upgrades to cameras, displays and speakers.
As expected, the X loses the home button, which revolutionised smartphones when it launched and instead will use facial recognition to unlock the phone.
But in an embarrassing moment for Apple senior vice president Craig Federighi, the face ID unlocking did not work on his first attempt during the on-stage presentation.
The iPhone X will also have an edge-to-edge screen that is "beautiful to look at and incredible to hold” according to marketing vice president Phil Schiller.
It is water and dust resistant and will come in space grey and silver.
The iPhone X has 12-megapixel cameras with larger and faster sensors, a new colour filter and deeper pixels.
It will be available in 64GB and 256GB and sell in Australia for $1579 and $1829, respectively.
Pre-orders open on October 27 and shipping begins on November 3.
iPhone 8 and 8 Plus
All three models will allow wireless charging, a feature thought to be limited to the anniversary phone.
Offered in silver, space grey and gold, the new models come with Apple-designed graphics processing unit (GPU) that makes it 30 per cent faster than the A10 chip.
The 8 and 8 Plus will have aluminium banding around the edge, with glass on the front and back
The iPhone 8 will be available in 64GB and 256GB and sell in Australia for $1079 and $1229, respectively.
Both devices will be available for pre-order beginning September 15 and will become available in stores on September 22.
Apple Watch Series 3
Apple's latest Watch has built-in cellular service. The number on your phone will be the same as your iPhone. The Series 3 model will also have Apple Music available through cellular service.
“This has been our vision from the very beginning. The ultimate expression of Apple Watch,” he said.
“It’s really nice to know you can be reached if needed while staying in the moment.”
Apple is also adding more fitness features to the Watch, and says it is now the most used heartrate monitor in the world. Now, Apple Watch will notify users when it detects an elevated heart rate when they don't appear to be active. It'll also detect abnormal heart rhythms.