Apple's annual developer conference in San Francisco.
Apple Posts First iPhone 5s and iPhone 5c Product Videos
The first of the three videos introduces the colorful, lower-cost iPhone 5c, with Jony Ive explaining that Apple believes the iPhone "is an experience" the company is continuing to refine.
The second video features Apple SVPs Dan Riccio and Craig Federighi detailing the improvements in both the hardware and software of the iPhone 5s' new iSight camera, including Burst Mode, Slo-Mo video recording, and True Tone flash.
The final video depicts Ive and Riccio explaining the innovation behind the new Touch ID fingerprint sensor, detailing not only how much "care" and "consideration" Apple put into adding the sensor, but also the technology behind it.
Both the iPhone 5s and iPhone 5c will be available to consumers on September 20. Apple will begin accepting pre-orders for the iPhone 5c on September 13, but will not accept pre-orders for the iPhone 5s. The 16Gb iPhone 5c will be available for $99 on a two-year contract while the 16GB iPhone 5s will be available for $199 on a two-year contract.