Apple Inc. introduced its new iPhone, the most important product in its business, with a faster processor, better camera and new touch capabilities.
The new models, called iPhone 6s and 6s Plus, which look like their predecessors that debuted last year, will cost $199 to $499 with a two-year wireless contract, depending on their memory capacity. They will be available in Australia, Canada, China, France, Germany, Hong Kong, Japan, New Zealand, Puerto Rico, Singapore, U.K. and U.S. on Sept. 25, with pre-orders starting Sept. 12.
The devices feature a 12-megapixel camera and new technology called 3D Touch that lets users make different commands and reach shortcuts and menus by pressing down harder or softer on the screen. The smartphones will come in four colors -- silver, gray, gold and rose gold.
“While they may look familiar, we have changed everything about these new iPhones.” said Tim Cook, who succeeded Steve Jobs as Apple’s Chief Executive Officer in 2011. “They are the most advanced smartphones in the world.”
Apple also introduced a new leasing program for iPhone, where users will pay for the device monthly and have the chance to upgrade every year. The device generated $31.4 billion in sales last quarter, making up 63 percent of Apple’s revenue.
Apple also unveiled an application for moving photos from smartphones running Google Inc.’s Android operating system, seeking to make it easier for customers to switch to iPhones.
The iPhone 6s’s 3D Touch features serves as a shortcut for commonly used applications. Pressing down on the camera icon on the iPhone gives a quick entry point for taking a selfie. Pressing on an e-mail will give a preview of a new message. The latest iPhone models will also be able to shoot video in 4K, a higher resolution standard that’s gaining wider use.
The Cupertino, California-based company also unveiled a larger iPad targeted at business customers, updated its Apple Watch, which went on sale in April, and is showed off a revamped Apple TV set-top box. The September event is Apple’s most anticipated annual gathering, and highlights the company’s gadgets and services ahead of the holiday shopping season.