Apple has unveiled two new larger, slimmer iPhone models, a mobile wallet service, and a smart watch at a hotly-anticipated event in Cupertino, California.
As well as a surprise performance by the band U2, the rollout included some notable technical glitches, which infuriated Apple fans the world over, and delighted the company's detractors.
Silicon Valley correspondent Rachel Silverman reports.
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It was a much hyped, invitation-only event…held at the venue where Steve Jobs unveiled the first Mac computer in 1984.
On the big screen, two new smart phones---the iphone 6 and iphone 6 plus, themselves with BIG screens.
The thinner handsets, Apple says, come with better cameras, faster processors and more memory.
CEO Tim Cook also took the wraps off a mobile wallet service...
UPSOT COOK
IT will let users tap to pay for products in retail stores with major credit cards, using iPhones fitted with short-range wireless chips.
Then, putting an end to months of speculation, CEO Tim Cook presented a new wearable device, the Apple Watch.
It comes in stainless steel or gold, with a screen made from the hardest transparent material after diamond….
Apple hopes its design, customizability and high quality materials will help this smart watch take off where others have flopped.
It's a gamble for CEO Tim Cook, who's keen to show Apple is still a company founded on innovation.
Apple's recent product launches have been commercially successful but many analysts feel they were evolutionary rather than revolutionary. The Apple watch represents the company's first truly new device under Tim Cook.
Apple's late to the party -- Samsung among others was there first -- but Business Insider Tech Editor Steve Kovach says that was also the case with iPod, iPhones and iPads...
CLIP:Steve Kovach, Senior Tech Editor, Business Insider
"Apple typically comes in and finds a product category that may have been around for a while but then they really redefine it, the iPhone is the best example of that."
The September 9th event was to be live streamed across the globe with much pomp and ceremony…including a surprise performance by the band U2.
But servers reportedly failed and the feed was plagued with technical glitches that left untold numbers of Apple Fans unable to watch.
Angry viewers took to Twitter to vent their spleens, many wondering how the world's biggest tech company could be scuppered by a bad internet connection.