Unfortunately, though, the manufacturer kept its eagerly awaited iPhone 5 under wraps, instead unveiling the iPhone 4s.
The new phone, due out on October 14th, boasts an improved camera and significantly extended battery life.
It will, Apple confirmed, be available in 16GB, 32GB and 64GB models - in both black and white.
Despite the improvements, the phone actually shares the same look and feel as its predecessor.
Luke Peters, editor of gadget magazine T3, explained to the BBC that the upgrades will be enough to pacify those Apple fans who will have been disappointed that the firm has still to launch the iPhone 5.
"Some people were looking for a brand new phone and they haven't got that today, so some will be disappointed," he remarked.
"But with the update to iOS5 and Siri that could be enough to sway people to make the investment."
