Everything Apple Announced Today in Five Minutes

Apple today held its annual September iPhone-centric event, and this year's keynote saw the debut of some of the most impressive devices we've seen from the company in years.

It took Apple two hours to introduce the iPhone X, iPhone 8, iPhone 8 Plus, Apple Watch Series 3 and 4K Apple TV, but we've recapped the entire event in just over five minutes for those of you who would like to get a quick overview of all the announcements.


The $999 iPhone X was the main event at today's keynote, with the device featuring the most advanced technology ever available in an iPhone. It has an entirely revamped design with an edge-to-edge display and a glass body, plus it features new facial recognition capabilities that replace Touch ID, an A11 Bionic chip, inductive wireless charging, and dozens of other improvements.

Its companion devices, the iPhone 8 ($699) and the iPhone 8 Plus ($799) are also impressive. Though these two iPhones are similar in design to the iPhone 7 and the iPhone 7 Plus and lack facial recognition, they too feature glass bodies that enable wireless charging and an A11 Bionic chip, among other improvements.

The Apple Watch Series 3 looks like the Apple Watch Series 2, but it features a faster processor and new LTE functionality, allowing it to operate independently of the iPhone for the first time. Pricing on the LTE Apple Watch Series 3 starts at $399, while a non-LTE version is available at prices that start at $329. A selection of new bands have also been introduced alongside the new Apple Watch.

Last but not least, Apple introduced the new 4K Apple TV, which features support for 4K HDR streaming. There's a new A10X Fusion processor in the Apple TV, but design wise, it's identical to the fourth-generation Apple TV. Pricing on the new Apple TV starts at $179.

With the exception of the iPhone X, all of Apple's new devices will be available for pre-order on Friday, September 15 ahead of a Friday, September 22 launch date. The iPhone X will launch on November 3, with pre-orders for that device available on October 27.

For a complete recap of all of our coverage today, make sure to check out our dedicated recap post, which has links to all of our articles covering new products introduced following today's event.

Related Roundups: Apple Watch 10, Apple TV

Popular Stories

Generic iOS 18

Apple Releases iOS 18.0.1 With Touch Screen Bug Fix and More

Thursday October 3, 2024 2:22 pm PDT by
Apple today released iOS 18.0.1 and iPadOS 18.0.1, the first updates to the iOS 18 and iPadOS 18 operating systems that debuted earlier in September. iOS 18.0.1 and iPadOS 18.0.1 come two weeks after the launch of iOS 18. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update. According to Apple's release notes, the...
15 New Things Your iPhone Can Do in iOS 18

15 New Things Your iPhone Can Do in iOS 18.1

Friday September 27, 2024 6:14 am PDT by
Apple is set to release iOS 18.1 in October, bringing the first set of Apple Intelligence features to iPhone 15 Pro and iPhone 16 models. This update marks a significant step forward in Apple's AI integration, offering a new Siri contextually-aware experience and a range of additional capabilities powered by on-device machine learning and large language models. There are a couple of handy new...
ipad mini 2021 youtube

New Report Reveals When to Expect the iPad Mini 7

Tuesday October 1, 2024 2:09 pm PDT by
Apple is working on a new iPad mini that will "potentially" be released "by the end of 2024," according to a report today from Bloomberg's Mark Gurman. Last month, Gurman reported that Apple had "new iPads in the works," including an upgraded version of the iPad mini. At the time, he said the device was "on deck for Apple's October event" alongside the first M4 Macs. The wording in his...
macOS Sequoia Night Feature

Apple Releases macOS Sequoia 15.0.1 With Bug Fixes

Thursday October 3, 2024 2:27 pm PDT by
Apple today released macOS Sequoia 15.0.1, the first update for the macOS Sequoia operating system. The 15.0.1 update comes a week after Apple first released macOS Sequoia 15. Mac users can download the ‌macOS Sequoia‌ update by using the Software Update section of System Settings. According to Apple's release notes, macOS Sequoia 15.0.1 fixes a bug that could cause the Messages app...
maxresdefault

Two Weeks With the iPhone 16 Pro Max

Friday October 4, 2024 12:04 pm PDT by
Now that it's been two weeks since the iPhone 16 models were released, we've been able to spend enough time with the new devices to share a more in-depth review on their performance, battery life, feature set, and more. Subscribe to the MacRumors YouTube channel for more videos. We've been testing the iPhone 16 Pro and Pro Max, but the gap between the Pro models and the standard iPhone 16...
Prime Big Deal Days Hero 3

The Best Early Prime Day Deals on AirPods, Apple Watch, and More

Friday October 4, 2024 10:43 am PDT by
Amazon is hosting another Prime Day event this year, called Amazon Prime Big Deal Days and offering shoppers the first chance to save on holiday shopping from a major retailer. Similar to the first Prime Day, it will last for two days (October 8-9) and you can already find a large selection of early deals across Amazon's storefront, covering savings on tech, clothing, video games, groceries, and...
macOS Sequoia Feature

Here Are All the New Features Coming to macOS Sequoia This Month

Thursday October 3, 2024 6:27 am PDT by
‌Apple in October will release macOS Sequoia‌ 15.1, bringing to Macs the first Apple Intelligence features such as Writing Tools, new Siri features, Smart Replies, and more. In addition, macOS 15.1 adds a handful of welcome tweaks and improvements to existing Mac capabilities. Here's what we can expect from the first major update to macOS Sequoia later this month. Note that Apple...
top stories 5oct2024

Top Stories: iOS 18.1 Coming Soon, October Apple Event Rumors, and More

Saturday October 5, 2024 6:00 am PDT by
It's hard to believe we're already into October with the iPhone 16 launch behind us, but there's lots more still to come from Apple this year on both the hardware and software fronts. We're still expecting a number of Mac and perhaps some iPad updates in the very near future, while Apple Intelligence features are set to begin rolling out with iOS 18.1 and related operating system updates....

Top Rated Comments

Nik Avatar
92 months ago
It is exactly like every Apple product release:

Step 1: People got high expectations.
Step 2: People are underwhelmed by the keynote and complain like crazy.
Step 3: People see the device in real life for the first time. And buy it.
Score: 9 Votes (Like | Disagree)
mikecorp Avatar
92 months ago
Typical Apple 128Gb gone, 512GB gone. prices up.
well iphone x with 256GB for 1.329 euro ....... hmmm let me think about that. I wait a year or two, this price is ridiculous.

you make couple videos in 4k and 64GB is full in no time.
This is pathetic I do not play this game anymore.
Score: 5 Votes (Like | Disagree)
rp2011 Avatar
92 months ago
People don't know it yet, but the Watch with cellular is THE most important product announced. It is going to blow up. It will become THE default phone for a lot of people, especially the younger ones.
Score: 3 Votes (Like | Disagree)
FenrisMoonlight Avatar
92 months ago
US prices are typically shown before tax. So after tax it will be closer to the U.K. Price.

Why they do it that way, is beyond me. I want to know the full retail price, no before tax nonsense.
The amount of sales tax charged depends on the state and the city within the state where the item is purchased which makes it pretty much impossible to specify the actual price you would pay in any advertisement for a product. Sales taxes in the US are generally lower than VAT in the UK.

Taking taxes into account the UK price is about £80 more than the US price - so it is more expensive but not by as much as it first appears.
Score: 2 Votes (Like | Disagree)
pat500000 Avatar
92 months ago
Next iphone: 32gb or 512gb
Score: 2 Votes (Like | Disagree)
kingtj Avatar
92 months ago
I really don't agree.
Yes, this pattern has been going on for a while, especially with some of the self-proclaimed "power users" who frequent message forums like this one.

But there's really a sense over the last few years that the new products are more incremental improvements than "amazing".

Back in the days of OS X 10.3 to 10.4 to 10.5, the changes really were exciting. I don't recall people, on the whole, finding anything underwhelming about what was announced? Other announcements after that were a big deal too.

But the track record in recent years just isn't so great. The Mac Pro cylinder was a LONG awaited "big deal" until it came out, disappointing many people initially and further disappointing even those who bought it, as time went on! The touch-bar feature on the new Macbook Pro? Again, underwhelming, even long after the Keynote tried to talk it up. If it was so innovative, why don't we even see it on a high end machine like the new iMac Pro? It feels like an Apple R&D experiment to see what users thought about it more than a real innovation Apple knew would change how we used computers.

Apple is fortunate that it has a line of products that were so good on the whole, they can sit back and do relatively small updates to them and yes, people will keep buying them. Too many millions of people are heavily invested in the whole Apple ecosystem and don't want to start over just because the latest products don't absolutely "wow" them. But the thrill is gone, to a large extent.


It is exactly like every Apple product release:

Step 1: People got high expectations.
Step 2: People are underwhelmed by the keynote and complain like crazy.
Step 3: People see the device in real life for the first time. And buy it.
Score: 2 Votes (Like | Disagree)