The first clip presents the budget iPhone 5C where Jony Ive says why Apple sees the iPhone as “an experience” they are constantly refining.
In the second video, Apple SVPs Dan Riccio and Craig Federighi talk about the iPhone 5S’ new iSight camera. The feature comes with Burst Mode, True Tone flash and Slo-Mo video recording.
The third video details the new Touch ID fingerprint sensor, the advantages of the new feature and how this technology works.
The iPhone 5S and iPhone 5C will be available for pre-order starting September 13 and are set to arrive in retail stores a week later.