Apple’s Senior VP of Software Engineering Craig Federighi showed up on stage to present the iOS 7.
The operating system will arrive on the iPhone 5 and iPhone 4S on September 18th.
Phil Schiller introduced the low-cost iPhone 5C which is available in versions of green, yellow, blue, white and pink.
The device is made from hard-coated polycarbonate, with a steel-reinforced inside.
It features a 4-inch display, an A6 processor and an 8MP rear camera, similar to the iPhone 5, and a slightly larger battery capacity.
The smartphone comes with a new front-facing FaceTime camera.
Other specs include more LTE bands, dual-band Wi-Fi ABGN and Bluetooth 4.0.
“The iPhone 5C is beautifully, unapologetically plastic,” Schiller said. “Offers a dense feel you wouldn’t expect from a plastic product.”
The pricing is also revealed: the 16GB version is $99 and the 32GB model is $199 with a two-year contract.
The cases are environmentally friendly and they cost $29 each.
“It’s quite remarkable when something feels familiar and yet is new at the same time. That’s the iPhone 5C,” Schiller concludes.
The highly-anticipated iPhone 5S was unveiled, as expected, “packed with incredible technologies.”
“It’s the most forward -thinking phone we’ve ever created,” the Apple SVP said, before adding with a bit of irony, “I don’t think the other guys are even talking about it yet.”
Regarding the rumored color variants, it is announced that the device will be available in silver, gold and “space grey.”
The handset debuts with an A7 64-bit chip, which is the first ever on a smartphone.
The CPU and graphics performance have doubled, with the CPU being 40x faster than the original iPhone.
A demo of the Infinity Blade 3 game was presented. The game will be “available alongside the new iPhone 5S” on the App Store.
A new part called the M7 is presented as a “motion co-processor.” It constantly measures motion data, the accelerometer, compass, and gyroscope.
Battery life is up for 10 hours on 3G talk time and LTE browsing and up to 250 hours of standby.
The camera system was presented, with “a new, five-element Apple-designed lens” with an F2.2 aperture and a 15% larger active sensor area.
“The new software in iOS 7 has been designed to take advantage of this new sensor,” Schiller announces.
The camera sets the white balance, exposure level, it creates dynamic local tone map, and features an autofocus matrix metering.
When shooting a photo, it takes multiple photos and picks the best.
There is also the “True tone flash” that has two LEDs – one is cool and white, while the other is warm and amber. The two lights can be combined to get the right color balance.
The way it works is that it takes multiple photos, combines them for light levels, and finally picks the sharpest one.
Auto image stabilization is included. The camera will take multiple photos, combine them for light levels and then pick the sharpest.
A 10 frames per second burst mode, HD video filming at 720p at 120fps and slow motion are also supported.
The camera can take 28 megapixel panoramic shots, with exposure level being automatically adjusted.
Next, a touch ID is presented as a new feature on the iPhone 5S, confirming reports about a fingerprint scanner integration.
The Touch ID Sensor is 170 microns thin, it scans your sub-epidermal skin layers and it can read in any orientation.
A new sapphire crystal Home button is introduced. The ring around the button, which has surfaced online in recent leaked photos, turns on the sensor and it is made from sapphire in order to be scratch-free.
“You can simply touch your home button to unlock your phone,” Schiller explained.
The fingerprint scanning is also helpful in authenticating for making purchases on iTunes and App Store.
A demo video with Jony Ive shows the Touch ID and its ability to read the fingerprint quickly from multiple angles.
Phil Schiller announced the pricing for the iPhone 5S. The 16GB version costs $199, the 32GB model is $299, and the 64GB variant comes at $399, all for a standard two-year contract.
The cases are $39 each and they will be on offer in multiple colors.
The new iPhones will be available for pre-order on Friday, September 13, followed by a launch in stores on September 20 in the US, Australia, China, Canada, France, Germany, Japan, Singapore and the UK.
Schiller notes that this marks the first time the iPhone launches in China at the start.
Japan will offer the devices on Softbank, KDDI and now NTT DoCoMo and the smartphones will arrive in 100 countries on 270 carriers by the end of the year.
After a few ads show people using different colored iPhone 5C models in multiple languages, Elvis Costello comes up on stage for a performance of several of his songs.