Apple unveiled four new iPhones equipped with technology for use with faster new 5G wireless networks.
There's the iPhone 12, with a 6.1-inch display, the same as the iPhone 11 but lighter and thinner, starts at almost USD 800 and the iPhone 12 Mini with a 5.4-inch display at almost USD 700.
A higher-end iPhone 12 Pro with more powerful cameras will begin at roughly USD 1,000; the 12 Pro Max, with a 6.7-inch display, will set buyers back at least USD 1,100.
In a move that may annoy some consumers, Apple will no longer include charging adapters with new phones. It says that will mean smaller, lighter boxes that are more environmentally friendly to ship.
Apple, however, separately sells power adapters that cost about USD 20 and USD 50, depending on how fast they charge phones.
Apple has one of the most loyal and affluent customer bases in the world, which has many analysts betting the next wave of phones will sell well.
The iPhone remains the foundation of Apple's business.
The iPhone 12 and 12 Pro will be available starting October 23; the Mini and the Pro Max will follow on November 13.