Here's a quick look at what AllThingsD saw at Apple's Sept. 10 iPhone event.
Naturally, the event began with Apple CEO Tim Cook.
Cook hyped up the iTunes Festival, a concert series occurring in London and available for free through the iTunes Store.
Then, SVP of software engineering Craig Federighi took the stage to talk about iOS 7.
Federighi reviewed the new look and feel of the mobile OS.
He also highlighted a new notification center and the new sights and sounds of Siri and phone calls.
Here, Federighi demos what a phone call will look like while cycling through iOS 7's new ringtones.
The new photos app automatically sorts pictures into "moments," he said.
iOS 7 will be available for the devices on this slide on September 18.
Cook then retook the stage to talk up Apple's productivity and creativity apps -- namely, Pages, Numbers, Keynote, iPhoto and iMovie.
Those apps are currently paid, but will be made free to download on new iDevices.
Cook pauses on a graph showing cumulative iPhone sales over time.
To talk about new hardware, the CEO then handed the mic over...
... to SVP of marketing Phil Schiller.
Schiller began by discussing the first of Apple's two new phones: a lower-cost device called the iPhone 5C.
Schiller plays a video about the 5C, which is available in five colors.
Schiller talks about the phones' design in front of a slide showing them close-up.
Special cases for the plastic iPhone 5C with a grid of holes in the back will also go on sale at the same time.
The 16GB iPhone 5C will cost $99, and the 32GB model will cost $199.
... And those 5C cases will cost $29, Schiller said.
Another look at the 5C in a video.
Schiller then transitioned to the other new device to be announced...
... The iPhone 5S, which is aimed at the middle-to-higher end of the market.
As expected, the 5S will be available in three colors: "space gray," gold and silver.
A close-up of the edge of an iPhone 5S.
Schiller boasted that the 5S will have a 64-bit processor, claiming that it's the only phone so far that has one.
Some specs about the guts of the new phone and Apple's new A7 chip.
Schiller claimed that the chip will deliver much faster speeds in both CPU...