The iPhone 8 and 8 Plus are upgrades to Apple's current iPhone 7 and 7 Plus range, updating some of the main features found on Apple's current products.
Initially, most pundits thought the iPhone 8 would be Apple's main new phone - however it instead released three smartphones as part of the 10th anniversary of the original iPhone.
"Our intention has always to create something so magical, powerful, that the hardware virtually disappears," said Tim Cook at the launch.
He added it was a "new step forward for iPhone" that will "set the path for technology for the next decade".
Introducing the iPhone 8, Apple executive Phil Schiller said the device "improves on everything we love about the iPhone".
When will the iPhone 8 and 8 Plus go on sale - what are the best deals?
The iPhone 8 and iPhone 8 Plus will go on sale on September 22. You will be able to pre-order the new device from September 15 - that's tomorrow. iOS 11 will be available to download from September 19.
The iPhone 8 and 8 Plus are expected on plenty of UK networks for slightly cheaper plans than what you would find on the iPhone X. You can register your interest here:
Details, specs, key features and prices
Design and appearance
The iPhone 8 and iPhone 8 Plus are similar in appearance to the current iPhone 7 and 7 Plus.
The smaller version has a 4.7-inch screen, while the larger phone has a 5.5-inch screen and a dual camera lens on the back.
The processor is the A11 Bionic, "the most powerful and smartest chip ever in a smartphone," Apple says.
There will be glass on the front and the back of the device, "reinforced by a laser welded steel and copper". It will be water and dust resistant sealed.
"The new iPhone will have the most durable glass ever in a smartphone," says Schiller.
Both models will have a HD retina display and feature a 12MP camera.
What colours will it come in?
The iPhone 8 will be available in silver, space grey and a new blush gold colour.
How much will the phones cost?
The iPhone 8 will cost £699 for the 64GB version, while the iPhone 8 Plus will start from £799 (64GB). 256GB versions will also be available.
iPhone 8 and 8 Plus best features
Like the iPhone X, the two new iPhone 8 and 8 Plus phones will come with wireless charging capabilities.
This means the phone can be charged by simply placing it on a power pad. It is the first time the technology has come to the iPhone range.
"This is a simple thing. We do it everyday. We use them every day and charge every night," said Schiller.
"Words can't describe how much nicer it is to never plug in a cable again."
The new iPhones will come with Apple's new operating system iOS 11. iOS 11 includes hundreds of new features like a redesigned control centre, better multitasking, improvements to the camera, peer-to-peer Apple Pay and new safety features.
The iPhone 8 Plus will have a 12MP dual-lens camera, similar to the one featured on the iPhone 7 Plus released last year. It features a larger and faster sensor, a new colour filter and deeper pixels.
Apple claims the new camera delivers “the highest quality video capture ever in a smartphone” with better video stabilisation and 4K video up to 60fps.
While the demise of the home button and Touch ID on the iPhone X has been in the news, the iPhone 8 will maintain the button and Touch ID. It won't, however, have facial recognition.