Apple has rolled out its much-anticipated iPhone X, a redesigned product of glass and stainless steel with an edge-to-edge display that Apple chief executive Tim Cook has described as, "the biggest leap forward since the original iPhone".
The new iPhone features include wireless charging, an infrared camera and special hardware for facial recognition, which will replace the fingerprint sensor for unlocking the phone.
The home button found on previous iPhones is also gone and users will instead tap the device to wake it up.
But in an embarrassing moment for Apple senior vice-president Craig Federighi, the face ID unlocking did not work on his first attempt during the on-stage presentation.
Though some Android phones offer this function, Apple added sensors to improve performance and said it worked with mask designers during testing to improve security.
Among the new iPhone's most remarkable features — which were leaked and heavily speculated upon ahead of the launch — are integrated augmented reality tools, as well as significant improvements in battery life and screen size and resolution.
Apple also introduced the iPhone 8 and the iPhone 8 Plus, which resemble the iPhone 7 line but have a glass back for wireless charging.
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.
"Our teams have been hard at work for years on something that is important for all of us. The future of the smartphone," Mr Cook said in the launch.
"This is iPhone Ten. It is the biggest leap forward since the original iPhone."
Apple has sold more than 1.2 billion iPhones over the past decade and ushered in the era of mobile computing, but last year had a substantial decline in revenue as many consumers rejected the iPhone 7 as being too similar to the iPhone 6.
The screen on the iPhone X is about the size of the current iPhone 7 plus, though the phone itself is smaller.
It features richer colours courtesy of a new technology called OLED that other vendors such as Samsung are also rolling out.
The company also introduced an upgraded Apple Watch, which can make phone calls and access the internet without the user carrying an iPhone.
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 Mr Cook spent a few minutes boasting about the design, energy-saving features and public spaces at the new campus, including a flagship Apple Store.
The iPhone 8 and 8 Plus cost $1,079 and $1,229 respectively, whereas the X will start at $1,579.
The iPhone X, however, will be available from November 3, whereas the iPhone 8 will be released on September 22.