The phone features facial ID and wireless charging
Apple has revealed a host of new products, including its iPhone X.
The company says it has a new screen that takes up the whole front at 5.8-inches.
It also has a longer lasting battery and wireless charging.
And the new phone features facial recognition to allow users to access their phones, known as Face ID.
Face ID projects and analyses more than 30,000 invisible dots to create a precise depth map of your face.
And Apple says Face ID will adapt to physical changes in your appearance over time.
Irish users can pre-order the iPhone X from October 27th - starting in price from €1,179.
The new model is available in silver and grey colours.
At a press conference at its new Steve Jobs Theatre in California, Apple Chief Executive Tim Cook announced some major overhauls.
The 'Home' button is gone from the front of the phone, it now just needs a swipe to access it.
The phone also features two 12MP cameras at the front and back - with the phone itself being glass at both the front and the back.
Users will also be able to choose what they blur and what they sharpen in photos with the new cameras.
A new Animoji allows users to create their own emojis based on their facial parameters.
The camera will analyse more than 50 different muscle movements to mirror your expressions.
For the phone itself, Apple says four efficiency cores in an all-new CPU are up to 70% faster than before.
It says its custom battery design will last up to two hours longer between charges than iPhone 7.5
And charging will no longer require a cable.
The new iPhone X can charge on its new charging mat, and at wireless charging stations around the world.
However the AirPower mat is not available until 2018.
A new iPhone 8 was also launched - which features a glass design, but retains the 'Home' button as before.
Its Apple TV device is also undergoing changes with a 4K offering designed to deliver a cinematic experience at home.
It says iTunes users will get automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions when they become available.
Eddy Cue, Apple's senior vice president of internet software and services, said: "Customers will love watching stunning 4K HDR movies from an impressive catalogue on iTunes, while also getting automatic upgrades of 4K HDR movies already in their iTunes library and enjoying 4K content on services like Netflix and Amazon Prime Video, coming soon."