Alongside the eagerly-anticipated launch of its latest marquee devices – the iPhone 7 and iPhone 7 Plus – Apple unveiled the newest version of its proprietary mobile operating system, iOS 10.
Describing this update as the biggest iOS release ever, Apple revealed that iOS 10 includes a huge update to Messages.
This is set to deliver more expressive and animated features for those who use the app to keep in touch with their friends, family and loved ones.
Siri is also able to do more by working with apps and offering new ways to interact with them – and 3D Touch has been expanded to be used with even more features than previously possible.
The Maps, Photos, Apple Music and News apps have all been redesigned – as has the Home app itself, which offers a simple and secure means of storing and managing various home automation products in one place.
Developers are expected to be enthusiastic about these enhancements, as Apple claims they open up new opportunities for them to work with features such as Siri, Maps, Phone and Messages application programming interfaces, thereby allowing their customers to do more with the apps.
The iPhone 7 and iPhone 7 Plus themselves are full of new innovations and features that build on the existing ways the iPhone is used every day.
For instance, an advanced new 12-megapixel camera includes optical image stabilisation. With a wide colour capture, more vibrant colours with more detail can be photographed and the lens enables brighter, more detailed photos and videos.
The immersive stereo speakers, offer sound that is two times louder than iPhone 6s, with increased dynamic range and a higher quality speakerphone.
Perhaps the most controversial aspect of the iPhone 7 is the removal of the 3.5mm headphone jack – although conventional wired earbuds can still be connected to the device via a Lightning to 3.5mm Headphone Jack Adapter, which is included in the box.
The new Apple-designed wireless AirPods including charging case will be available separately from late October and are priced at $229 including goods and services tax.
Apple's senior vice-president of worldwide marketing Philip Schiller said: “iPhone 7 and iPhone 7 Plus dramatically improve every aspect of the iPhone experience, reaching a new level of innovation and precision to make this the best iPhone we have ever made.
“The completely redesigned cameras shoot incredible photos and videos day or night, the A10 Fusion chip is the most powerful chip on any smartphone while delivering the best battery life ever in an iPhone and an entirely new stereo speaker system provides twice the sound, all within the first water and dust resistant iPhone.”