The first outing in the Steve Jobs Theater saw unveiling of flagship iPhone X, as well as iPhone 8 and 8 Plus and updated Apple Watch and Apple TV.
iPhone 6, 6 Plus and 5s discontinued from the main production line (which also makes the entire line up pretty neat this time).
And here's the refreshed line up for the new 2017.
No 7s but a brand new iPhone 8 and 8 Plus with (as we predicted) iPhone X to be the newest Appleflagship.
Apple eventually got round to properly showing off the iPhone X, which it said is its vision for how phones will be over the next 10 years. It also revealed an iPhone 8 and 8 Plus, a new Apple Watch, an updated Apple TV and new software.
iPhone X pricing and availabilityThe phone will start shipping 3 November for $999 for the 64GB, and it can be pre-ordered on 27 October.
The iPhone SE also has a price cut to $349, iPhone 6S to $449, and iPhone 7 to $549.
The iPhone 8 will start at 64GB, from $699, and the 8 Plus will start at $799. Pre-orders from 15 September, available from 22 September, and iOS 11 will be released on 19 September.
Everything announced todayThe Apple Watch Series 3 ships on 22 September. $329/£329 without cellular connection, and $£399 with.
The Apple TV 4k ships on 22 September, at $£179.
The iPhone 8 starts at $£699 for 64GB and the iPhone 8 plus $£799, shipping on 22 September.
And the iPhone X (that’s “iPhone Ten”, if you want to be one of those people who calls a gif a jif) starts at $£999 for a 64GB model, rising to an astonishing $£1,149 for the 256GB version, and will be available for pre-order from 27 October, shipping on 3 November.
Tim Cook concludes the Apple 2017 Keynote:
"We work really hard at Apple to create wonderful things, and we hope you love what we've introduced today. I think Steve would be really proud of them."
iPhone 8 will start from $699 and iPhone 8 plus from $799. Order from Sep, ships from Sep 22.