Two new iPhones, no iPhablet
It has shown off two new versions: the iPhone 5S and iPhone 5C. The 5S has the 64 bit A7 chip and Apple has rejigged iOS 7 and the key built-in apps to take advantage of its power. The company says the A7-equipped 5S will appeal to game-players, although the increased power will obviously win points across the entire consituency.
In addition 5C sports an 8 megapixel iSight camera and the expected Touch ID fingerprint-based sensor for unlocking the handset and (perhaps - expert observers are divided) performing security tasks on apps such as mobile cash, car security and so on.
The 5s also has a new M7 motion coprocessor that monitors the phone's accelerometer, gyroscope and compass and turns down the (presumably power-gobbling) 64 bit A7 to improve the power efficiency when the phone isn't being used for anything stressful but its owner is.
It supports LTE on 13 bands and will have a US suggested retail price of $199 for 16GB model through to $399 for a 64GB version.
The 5C has an 8-megapixel camera and makes do with the A6 chip and is essentially on a level with the existing iPhone 5. Apple has designed a "hard-coated" polycarbonate body with a steel reinforced frame - obviously responding to criticism of the rather plasticky and insubstantial feel of the current iPhone 5.
In the US it's to be priced at $99 for the 16GB model and $199 for the 32GB model.
If you're waiting for an iPhablet you'll have to wait some more. One of the changes in approach that is being urged on Apple is that it shake off it's regular summer iPhone update - that habit has lead to a seasonal boom and bust in iPhone retail activity.
And it's hard to believe that it's going to leave the booming iPhablet market to Samsung & Co.
So it may be that Apple has held back on a large format iPhablet, saving it for a few months later in the year - in the run-up to the 'holiday season' perhaps?