The 4.7-inch iPhone 7 and 5.5-inch iPhone 7 Plus were revealed at an event in San Francisco last night, and from the front look identical to its two predecessors.
A conservative estimate of how much the cheapest iPhone 7 will cost in South Africa is R10 000, but the most expensive model could be over R15 000.
In response to the high price, Bobby Deol tweeted: "iPhone 7 for $800: when you fall down the stairs with the phone in your pocket and hear a crack you'll be thinking, 'God please let it be my leg'."
Another Twitter user noted the people complaining about the price are obviously not the target market.
Most reactions said there was nothing really innovative about the highly-anticipated new iPhone.
Twitter user David Nuzzy Nussbaum said: "I'm already bored with the iPhone 7. When's the iPhone 8 come out?" echoing opinions held by analysts.
However, Julie Ask, VP and principal analyst at Forrester, says the lukewarm response to the iPhone will improve when people start getting it in their hands. "Consumers underestimate the engineering feats that the iPhone 7 brings, like the audio, camera, processing power, etc, in such a small package."
The new 'Jet Black' colour, introduced last night, got a lot of attention on Twitter, with most saying it looked gorgeous and was on the top of their wish-list. But Apple did warn the shiny finish is prone to scratches, in the fine print on its product page.
"Its surface is equally as hard as other anodised Apple products; however, its high shine may show fine micro-abrasions with use. If you are concerned about this, we suggest you use one of the many cases available to protect your iPhone," says the company.
PR whoops
Before the event officially kicked off last night, the person manning the Apple Twitter account accidently let the cat out of the bag by tweeting a video of the new phone with the title: "New cameras. Water-resistant. Stereo speakers. This is 7. Learn more..."
The tweet was quickly deleted, but only after it had been shared over 3 500 times.
Online retailer Amazon also pre-empted the event by displaying a product page for the then-not-yet revealed iPhone 7 and 7 Plus. The page features accessories compatible with the new range, including Bluetooth headsets and covers with larger camera openings.
All in the ear
One of the most-widespread rumours ahead of last night's launch was the suspected removal of the 3.5mm audio jack. It came true, and the company said this was so that it could pack more into the smartphone, including stereo speakers.
It also said the analogue audio input was "antiquated" and only served one purpose.
The company introduced completely wireless headphones, called AirPods, made using the W1 chipset, designed by Apple.
Twitter user Christopher Hyde immediately tweeted when the wireless earphones were announced: "I don't even own these yet and I've already lost them."
Paul Erickson, senior analyst, connected home at IHS Technology, says: "Apple's new products match, rather than exceed, the technological envelope already created by competitors in the audio and mobile accessories markets.
"However, when taken in combination with the W1 chipset, a rise in convenience is offset by a clear aggregate move by Apple to move iOS device owners' accessories purchases away from third parties and industry standards, and more distinctly into Apple's own product families."
He says this is relevant given declining iPhone sales and the growth of the overall headphone market.
"In totality, these moves represent Apple's desire to bolster declining mobile device revenues by capturing as much of its device owners' expenditures in the burgeoning audio accessories market as possible - via a deliberate transition away from industry audio standards and towards ones it controls, and the introduction of unique proprietary functionality."
Wrist appeal
Sticking with the theme of not changing the appearance of the outside too much this year, the new Apple Watch features mostly internal updates.
The Series 2 is swim-proof up to 50m and features built-in GPS. It is designed to appeal to athletes and is a play by Apple to burgeon its way into the growing fitness-tracking market. The company has also partnered with Nike to release a special running edition, called Apple Watch Nike Plus.
Series 2 also has a faster dual-core processor and brighter display, but does not yet include an LTE connection. The company says it will continue to sell the first Apple Watch, but rename it Series 1 and give it the same faster processor.
Apple has also updated its Watch OS, which will be available to all wearers to download next week Tuesday.
The new watch will start at $369 (R5 160)
New OS next week
iOS 10 has been available in Beta for a while; however from Tuesday, 13 September, all iPhone users will be able to download the final version.
The new operating system is the "biggest update" the company says it has ever released. It will include an improved Siri that will be able to search images and transcribe voicemails. iOS 10 will also bring more widgets to the platform and an integrated smart home controller, called HomeKit.
Siri and iMessage will also be open to developers.
Orders for the iPhone 7 and 7 Plus start tomorrow night in selected countries. It is not known yet when they will be available in South Africa. However, if it goes according to previous launches, the phones will be in the country in time for the festive season.
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