Apple unveiled new iPhone models at its first product launch at its new spaceship campus in Cupertino Tuesday.
The company announced the forthcoming release of both the iPhone 8 and 8 Plus models, as well as a brand new model: the iPhone X.
CEO Tim Cook called it "the biggest leap forward" since the first iPhone.
NBC Bay Area tech reporter Scott Budman reported live from the event. Follow his reporting on Twitter.
iPhone details: iPhone 8 starts at $699 8+ starts at $799 X starts at .. $999 (shipping Nov 3rd)
Apple also coming out with "AirPower," a pad that lets you charge multiple devices wirelessly. Coming out next year.
With Face ID, Apple claims the odds that someone else can unlock your phone with their face is about 1/1 million. It also works with Apple Pay.
Also, you can talk to Siri by pressing a side button (or saying, "Hey Siri.") Phone is locked, until you look at it. 'Face ID"
iPhoneX: No button, just a screen. Swipe up and you're to the home screen (This is, by the way, similar to an Android phone).
And, now, "one more thing." The iPhoneX.
Update: iPhone 8 and 8+ will charge wirelessly. Price starting at $699 for 8. $799 for iPhone 8+. Pre orders 9/15, available 9/22.
To its credit, Apple is getting pretty geeky here about how AR fits into the iPhone 8. Crowd is mostly quiet, but the AR geeks are digging it.
Lots of fairly subtle changes to the iPhone for the 8 version, largely having to do with a better camera. But, the feeling in the room seems to be, "let's get to the X..."
It's gonna be called the 8 (and 8+). Glass in front & back.
Next up ... The iPhone.
Also update for AppleTV. Now available in 4K. Movie downloads cost the same as HD.
New Apple Watch with Cellular. Same size as before. 2 versions: $399 with cellular. $329 without. Old watch (the one I'm wearing) still for sale: $249. Available 9/22.
First update: Apple Watch. Tim Cook claims it just overtook Rolex as the top-selling watch in the world. New features for heart rate measurements, and a heart study to track data, along with FDA & Stanford. Big cheer for "Cellular." Now, you can make a call, or stream music without your cell phone near by.
The focus now on retail. Giant "Customer Center" opening soon here at Apple Park. Angela Ahrendts now on stage, talking about products, and sales. New launch: "Today At Apple" — new ways for you the customer to learn about gaming, apps, photography etc.
Cook also talks about how people can donate to hurricane victims via iTunes.
Tim Cook opens the event with emotional comments about Steve Jobs: "We dedicate this theatre to Steve because he loved days like this."
Hi from Apple's 'Spaceship," specifically the Steve Jobs Theatre. This place is cool (see pics and video on twitter: @scottbudman). The event is set to start at 10 a.m. We expect as many as three phones, with several price ranges, and lots of new features. Also, updates to iOS, Apple Watch, and maybe AppleTV. Lots of dignitaries here from media companies like Disney and Sony, so maybe some content news as well? Anyway, the theatre is very cool, and this campus is enormous. More to come.