It's the day we've all been waiting for for months now, and as Apple chief executive officer Tim Cook took to the stage last night at the company's annual big launch event in Cupertino, it was perhaps the most uncertain we've ever been over what the smartphone giant was going to show off.
As it happened, the launch was actually pretty much what had been speculated over the last few months, with Apple unveiling three main devices – two new iPhones and a wearable watch that pairs with smartphones.
The first of the iPhones that was highlighted was the standard model – the one that anyone could have predicted. The Apple iPhone 6 continues a long line of high-end smartphones from the tech giant, with a sleek device that just screams iPhone. The main difference is in the size of the handset.
While the past few years has seen Apple increase the size of its smartphones only ever so slightly, this year it has made the bold move to try to tackle the other large companies head on. The iPhone 6 has a 4.7-inch screen, growing from the 4-inch display seen on the iPhone 5S last September.
Despite a substantial rise in size, though, the iPhone 6 is dwarfed by its compatriot, the iPhone 6 Plus, a 5.5-inch phablet device that really does seem like a bold move for Apple, a firm that has long focused on keeping its iPhones and iPads distinctly separate.
And even though it is far larger than we've seen from any Apple phone in the past, the iPhone 6 Plus still feels sleek, thanks to its new redesign and the fact that is slimmer than even the iPhone 6 at just 7.1mm thick.
The final device to have been released by Mr Cook was the new Apple Watch, another that has long been predicted over the past year. This wearable technology, which actually looks a lot smarter than others of its ilk, will connect to iPhones (5, 5S, 6, and 6 Plus), and will allow them to perform certain phone functions on their wrist.
The device will also be a fitness companion, as we expected it to be, while its compatibility with the new Apple Pay service will allow users to pay for goods and services at the touch of the device to a payment point.