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The new device includes a range of features, including new “camera controls” on the side, which can be used to bring up and adjust the camera. Its display and battery have also been expanded.

But Apple's main focus seems to be on artificial intelligence - or Apple Intelligence, as the company calls it - and while it showed off new AI tools in June, such as message summarization and the ability to generate and edit images, this new phone is the first hardware product dedicated to AI.

“The next generation of iPhone has been designed for Apple Intelligence from the ground up. It marks the beginning of an exciting new era,” Chief Executive Tim Cook said at a product launch.

As with recent years, the iPhone 16 is actually four phones: a Pro and non-Pro version, in two different sizes. The Pro includes improved cameras and different materials, and both the larger and smaller sizes also expanded.Speaking at the event to unveil the new devices, Apple chief executive Tim Cook said these were the first iPhones to be designed “from the ground up for Apple Intelligence” and that the new “personal intelligence system” would have a “profound impact” for users.

“The innovation and invention these products deliver will continue to deepen the meaningful impact they have on all of our lives,” Mr Cook said.

“I’m proud of our teams and what they’ve accomplished and I can’t wait for you to experience these amazing products.”

The AI-powered tools use “personal context” to provide help, Apple said, for example offering edits to writing or notes made in almost any app, or being able to quickly find a specific photo or moment within a video based on a typed description.

The tools can also be used to find specific emails, flight details and other personal information instantly, as well as offer email summaries and prioritise certain notifications and enable users to create their own emoji or new image.

The tech giant confirmed that the new devices will go on sale on September 20, with Apple Intelligence tools rolling out later via a software update.

Ben Wood, smartphone expert and principal analyst at CCS Insight, said that while Apple has yet to fully shake off the perception that its phone launches are becoming more low-key, its new AI tools are still compelling.

The tech giant also unveiled the redesigned and updated Apple Watch Series 10, which will have the ability to detect sleep apnea for the first time.