Apple watchers got what they wanted a brand new wrist wearable called Watch, or Apple Watch to be accurate.
The smartwatch is the first new product since Tim Cook took the helm three years ago.
For the launch Apple chose the Flint Center in Cupertino, California the place where Steve Jobs introduced the world to the Macintosh.
The Watch comes in two sizes with six strap styles. It has a rectangular screen and can receive phone calls and messages, play music, serve as a digital wallet to pay for goods and monitor heart rates via special sensors.
The Watch will use wireless charging to power up the device.
Health and well being will be a major feature with an app called Fitness that monitors statistics for different types of activity such as running or cycling.
The wearable will be priced from $349 (€269) in the US and will be on sale early in 2015.
Cook also unveiled the new iPhone 6 and the iPhone 6 Plus both bigger, slimmer and curvier than previous incarnations.
Apple has finally bowed to the fact that consumers prefer the larger screens, it comes after Apple described iPhone 5 as the perfect size.
The phone moves deeper into mobile payments, with a “secure element” chip and a near-field communications, or NFC, antenna.which allows users to pay for goods and services.
For selfie takers the new phones have improved cameras with Focus Pixels, a technology previously only found in professional cameras, with faster autofocus and advanced noise reduction.
The iPhone 6 and the iPhone 6 Plus go on sale on September 16.
The surprise of the night was an appearance by U2. The band hit the stage to perform a track from their new album ‘Songs of Innocence’ which will be free to Apple users on iTunes until October 16.