Apple is launching a new-look iPhone 13 with diagonally aligned cameras and what it says is a 20% smaller notch in the front.
This September's launch event featured far less than the company announced last year, when the COVID-19 pandemic led to three separate special events to announce a range of products.
But retained from last year's iPhone 12 launch, was Apple's commitment to launching four devices, with an iPhone 13 and an iPhone 13 mini, alongside the iPhone 13 Pro and iPhone 13 Pro Max announced on Tuesday.
Apple, which remains the most valuable company in the world, has seen its share price drop by more than 5% in the past week - something which the event today failed to turn around.
Both the iPhone 13 and iPhone 13 mini models have been rearchitected inside, and use the company's new A15 chip - alongside dual rear cameras, including a new 12MP wide camera and a 12MP ultra-wide camera.
The iPhone 13 is available for £799, the mini at £699, the iPhone 13 Pro at £999 and Pro Max at £1099.
A new cinematic video recording feature, allowing users to automatically refocus their videos, or choose what to focus on by tapping on the screen during the recording process itself, is something the company claims "will change the language of cinema".
Apple's iPhone Pro range retains the same camera design as the devices from the iPhone 12 range, with three new rear cameras and four colours.
The front of all of the iPhone 13 devices include a slightly reduced notch which houses the smartphones' front-facing camera and facial recognition unlocking system - perhaps showing the company's sensitivity to ribbing by rivals including Samsung.
The company now ships new iPhones without headphones or plug adapters as part of its mission to be 100% carbon neutral across its entire business by 2030, instead just including a USB-C to Lightning cable.
Apple claims the change cuts over two million metric tons of carbon emissions annually, partially due to how much smaller the box is, thus taking up less space when being shipped.
Also launched was a new iPad mini, starting at £479, and a new standard iPad at £319, both of which exclusively use recycled aluminium in the enclosure, as well as recycled tin and rare earth elements.
The new Apple Watch Series 7 has a more rounded look, and an update to Fitness Plus sees Apple move towards talking on Peloton by enabling remote Group Workouts and is available for £399.