Also new for the camera is what Apple calls True Tone flash: using two LEDs, one a cooler white the other a warmer white to create over 1,000 flash colors to match the specific light situation you're in.
Finally, as many had expected, Apple announced a fingerprint scanner built-into the home button. Touch ID reads one or more of your fingerprints, and can be used to lock/unlock the phone and to log into your Apple ID. The prints remain on your phone: they're not stored on Apple's servers or backed up to iCloud. Apple executives say Touch ID has been integrated deeply into iOS 7, but much of that integration seems destined for future apps and services, such as the long-expected mobile payments capability.
Pricing is unchanged, starting at $199 for 16GB, $299 for 32GB, and $399 for 64GB, all assuming a two-year contract.
The iPhone 5C eliminates some of the high-end features to come in at half the contract price. And it replaces the iPhone 5 which apparently will now be discontinued. The 5C sticks with the A6 processor, and has a hard-coated polycarbonate seamless body, around a reinforced steel frame. Also missing is the fingerprint scanner. It has the 8 megapixel iSight camera and an improved Facetime HD camera. Importantly, it runs iOS 7 without any compromises.
It's also available in two rather than three storage options: starting at $99 for 16GB, and $199 for 32GB, with two-year contracts.
Sign up for CIO Asia eNewsletters.