As is tradition, Apple held their annual consumer product event on Sept 12 in Cupertino, Calif., to reveal new devices that will be available for the general public.

At the beginning of the event, Apple chief executive officer Tim Cook took to the stage to introduce the audience to the newest Apple products.

Right off the bat was the “number one watch in the world,” the Apple Watch.

“For millions of people around the world, Apple Watch has become an indispensable part of their daily lives by helping them stay connected, to be more active and to live a healthier day,” Cook said.

Following the CEO was Jeff Williams, Apple’s chief operating officer, to elaborate on the Apple Watch Series 4.

Focusing on health and fitness, the upgraded watch emphasized a new heart monitor, which can take an electrocardiogram anytime, monitor your heart rate, detect an irregular rhythm that may suggest atrial fibrillation and call for help when it detects a fall from the user.

A report from CNBC suggested that the new Apple Watch is “luring baby boomers” with its focal point centered on health and wellness amid the rapidly growing age 55+ demographic.

The Apple Watch Series 4 will start at $499 and is set to be released on Sept 21.

Moving on, Cook returned to the stage to introduce the iPhone lineup.

The CEO boasted about the iPhone X (pronounced “ten”) becoming the “number 1 smartphone in the world” with a “98 percent customer satisfaction.”

“Now today, we’re going to take iPhone X to the next level. I’m excited to show you what is by far the most advanced iPhone we have ever created,” Cook said, radiating enthusiasm.

Stepping off the stage, Cook disappeared as the introduction video rolled for the new iPhone XS (pronounced “Ten-S”).

Philip W. Schiller, Apple’s senior vice president of worldwide marketing, took to the stage to run over the specifications and features of the iPhone XS.

The iPhone XS was explained to have a 5.8 inch display with a battery life thirty minutes longer than the iPhone X. 512 gigabyte storage, dual SIM card ports, upgraded speakers, camera improvements and an improved HDR mode were also shown to the audience.

Joining the iPhone XS in the presentation was the iPhone XS Max and iPhone XR (pronounced “Ten-R”). The iPhone XS Max was called Apple’s largest smartphone ever, with a 6.5-inch display.

The iPhone XR, a relative surprise, is more affordable than the others but sacrifices some features, such as 3D touch and a dual sensor camera.

The processor powering the three new iPhones was announced as the A12 bionic chip, the first commercially available 7nm (seven nanometer) chip.

Three apps developed with the processor were demoed by developers for the audience, including a new “Elder Scrolls” title, a basketball app called “HomeCourt,” promoted by NBA Hall of Fame inductee Steve Nash and a multiplayer “AR Arcade” series title based on the classic arcade game “Galaga.”

The new iPhone camera was then demonstrated, with enhanced sensors and the ability to adjust bokeh in photos, with help from the A12 chip.

New sustainable and eco-friendly designs for the upgraded iPhone models were displayed for the audience as well.

Despite the announcements, no word was given on updates regarding the AirPower wireless charging mat that was announced by Apple last year. Some industry insiders have speculated that development has been delayed.

The iPhone XS and XS Max will both release on Sept 21 starting at $999 and $1,099, respectively. The iPhone XS Max 512 GB will boast Apple’s most expensive smartphone price yet at $1,449. Preorders for these two models begin on Sept 14 at 12:01 a.m. PT.

The iPhone XR will release on Oct 26 for $799. Preorders for this model begin Oct 19.

iOS 12 will become available Sept 17 for all compatible iOS devices.

Cook wrapped up the presentation by addressing updates to Apple’s new HomePod, a new update for Apple TV’s tvOS, releasing Sept 17 and macOS Mojave, releasing Sept 24.

“At Apple, we are always pushing our products forward, and making technology more personal. We hope that you love these new products as much as we do,” Cook said, thanking the audience before stepping away into the darkness of the Steve Jobs Theater.

Tyler Newman is the Assistant News Editor and can be reached on Twitter @tnewman39.