The iPhone 11 comes with wide and ultra-wide-angle lenses, while the larger Pro versions come with an additional telephoto lens to create its new triple rear camera system. The new ad-free digital video service will be available November 1 for a monthly subscription price of $4.99.
In his keynote address at the Moscone Center in San Francisco in 2007 as he unveiled the first iPhone, Jobs told the audience: "This is a day that I have been looking forward to for two and a half years and today, Apple is going to reinvent the phone".
Earlier, the company announced a refreshed iPad and details on upcoming video game and video streaming services.
Apple has announced Apple TV + will be available on November 1st, with a handful of shows debuting at launch, and more being added every month.
Apple announced its video game service, Apple Arcade, will be a tab in the App Store and available starting September 19 and cost $US4.99 a month, with a one-month free trial.
Apple Arcade will be available from 19 September 2019 and will be priced at $4.99 per month with a one-month free trial for new users.
Pricing and availability for Apple's new streaming platform have finally been revealed.
The Apple event starts with Tim taking the stage. "Customers with iPhone X and beyond likely won't have a reason to upgrade", said Patrick Moorhead of Moor Insights & Strategy.
And the company said the new Apple Watch Series 5 features an innovative new display that allows the time and important information to remain visible at all times.
There is also Dickinson, described as "a darkly comedic coming-of-age story, explores the constraints of society, gender and family through the lens of rebellious young poet, Emily Dickinson".
Analysts expect Apple will sell around 200 million iPhones in the next year, in addition to other devices, and while many of those will be in China, it ensures at least tens of millions of potential viewers for the subscription service.
Apple has officially set a date for the launch of its premium service.
Apple managed to grow its overall revenues, albeit by a modest one per cent, to US$53.8 billion, even as iPhone revenues plunged almost 12 per cent in the April-June period.