The new iPhone 7 will controversially dump the headphone socket in favour of the lightning port and wireless headphones, and boasts a longer battery life as well as being water and dust resistant.
The larger iPhone 7 plus also has a new dual lens camera system, and Apple also unveiled new $159 Airpod wireless headphones - although said it will ship an adapter for older headphones along with lightning headphones in every box.
Tim Cook opened the presentation at the the Bill Graham Civic Auditorium in San Francisco
'It's the best iPhone we have ever created - this is iPhone 7,' said Cook.
Check out the latest features on iphone 7 below :
The iPhone 7 start at $649 (£599), the same price as the iPhone 6S when it launched, while the iPhone 7 Plus will start at $769, though the official UK price has yet to be announced.
In addition, Apple also launched its latest Apple watch and its own set of wireless earphones called the Airpods.
(Pics : Dailymail)