Apple has unveiled two new iPhones and a wearable device called the Apple Watch at an event attended by celebrities, fashion industry editors and even healthcare executives.
The phones – 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus – have sharper and larger displays, hoping to challenge arch-rival Samsung. They will go on sale on 19 September.
It also announced a smartwatch, its first new product since the iPad in 2010, which combines health and fitness tracking with communications
However the watch does not have its own phone connection so does have to be used in conjuction with an iPhone.
With a starting price of $349, it will go on sale early in 2015.
Sony, Samsung, LG Electronics and Qualcomm have already launched smartwatches, albeit without much success, and it remains to be seen if Apple can achieve the same as it did with tablet computers, which did not take off until the iPad was introduced.
Chief Executive Tim Cook also announced Apple is launching a payment service called Apple Pay. Via the iPhone 6 people can use the fingerprint touch ID button to verify their identity while using the phone to pay for things.