Much of the presentation headed by Chief Executive Officer Tim Cook was devoted to technical details of photography, wireless earphones, games from Nintendo, and a new version of Apple watch - with fitness features.

The biggest iPhone technical improvements all had leaked, and Apple itself spoiled the surprise by sending out tweets of some details before Cook spoke. The company then deleted the messages.

The world's best-known technology company said the iPhone 7 would have one, zooming 12-megapixel camera. Starting at $649, it is the same price as the 6S predecessor. The larger 7 'Plus' edition, starting at $769, would feature two cameras, including a telephoto lens.

Apple also removed the analog headphone jack from both new models, as was widely expected. The new headphones supplied by Apple with the phone will plug into the same port as the recharging cord, making it incompatible with most wired headphones without an adaptor. Apple includes the adapter.

The phones will also work with Apple's new wireless headphones, called Air Pods, available in late October at a price of $159.

Apple described dropping the jack as an act of courage as it moved toward a wireless future with the optional Air Pods. Getting rid of the jack also increased room for stereo speakers, and Apple sharpened the technology on most features, from the camera to a pressure-sensitive home button to a boost in memory.

The new phone will start shipping in major markets, including the United States and China, on Sept. 16.

Apple said its Apple Watch Series 2, with a swim-proof casing, will be available in more than 25 countries starting on Sept. 16.

Apple also launched a new version of the device called the Apple Watch Nike+, in partnership with the athletic goods manufacturer Nike Inc, featuring GPS so athletes can track their runs, Reuters reported.

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