The phone is one that the firm has been dreaming of for years, said Apple's Craig Federighi in his brief demo. It is something 'epic' he suggested.
Face recognition software..
One key feature is the phone's face recognition capability, meaning users can unlock the handset in this way.
The device is made from all-glass and has an edge-to-edge display and no home button.
What's called the FaceID is used to unlock the device, and can authenticate Apple Pay and create customisable animated emoji, called animoji, which were demonstrated in the new Steve Jobs Theater, which was packed.
The flagship handset can also be charged wirelessly with it being placed on an inductive surface.
Apple says it will help expand to public spaces such as airports and cafes.
IPhonex is pronounced IPhone 10.
Apple shares eased 0.35% in afternoon trade - at $161.17 each.