Apple has rolled out the 10-year anniversary model of the iPhone, dubbed the iPhone X, marking the company's biggest product launch in years.
"iPhone X … this really is the future," Apple CEO Tim Cook said during the launch.
Among the new iPhone's most remarkable features — which were leaked and heavily speculated upon ahead of the launch — are wireless charging, integrated augmented reality tools and facial recognition, as well as significant improvements in battery life and screen size and resolution.
The X model iPhone was introduced as a special, high-end anniversary model in a series of new iPhone launches, which included the iPhone 8 and iPhone 8 Plus.
The 8 models share many of the same new features, but do not have facial recognition or the full iPhone-length glass screen, although they are less taxing on the pocket.
The iPhone 8 and 8 Plus are set to start at $US699 ($870) and $US799 ($996) respectively, whereas the X — pronounced 10, not the letter X — will start at $US999 ($1,245).
The iPhone X, however, will not be available to order until October 27, whereas the iPhone 8 can be ordered this week.
Mr Cook announced the launch at the Steve Jobs Auditorium at Apple's new campus — never before opened to the public — with a tribute to co-founder and former CEO Jobs, who died in 2011.
The Apple building itself was considered to be Jobs' final product, and Cook spent a few minutes boasting about the design, energy-saving features and public spaces at the new campus, including a flagship Apple Store.