Apple's 10th anniversary iPhone X is loaded with innovative features but it's not going to come to cheap for Australian users.
The iPhone X was one of three new iPhone models unveiled at the first event at Apple's new "spaceship" campus in California overnight.
It comes with an edge-to-edge 5.8-inch (14.7-centimetre) "super retina" display that has improved resolution, and uses facial recognition to unlock the device.
All three new handsets will be capable of wireless charging and are adapted for augmented reality with more powerful processors and cameras.
In years gone by the tech giant has been criticised for only introducing minor upgrades with each new model, but the X has been labelled "an engineering marvel".
Unfortunately for consumers, the increase in technology means a considerable increase in price.
The iPhone X 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.
The iPhone 8 and iPhone 8 Plus come in the same sizes and will sell in Australia for $1079 and $1229, respectively.
The iPhone 8 models use the same chip and are made with "aerospace-grade aluminum" and "with the most durable glass ever in a smartphone," according to Apple.
Comparatively the iPhone 7 starts at $849, while the iPhone 7 Plus starts at $1049.
The top of the line Samsung model is currently selling in Australia for around $1449.
The unveiling comes with Apple seeking to recapture the magic of the first iPhone release in 2007 as it struggles to maintain market share.
Jan Dawson of Jackdaw Research called the iPhone X "a far bigger upgrade" than previous devices, but questioned whether Apple was stretching its market too thin.
"[The iPhone X] is going to be the object of desire for many users, and the challenge for Apple will be whether they've done enough to make the iPhone 8 range compelling," Dawson said.