Chief executive Tim Cook showed off the Apple XS, which has a bigger screen than the one on last year’s dramatically designed model , the iPhone X.
The new XS will cost about $US1,000 (£766).
A bigger version will be called the iPhone XS Max, which looks to be about the size of the iPhone 8 Plus, though the screen size is much larger.
This one will cost almost $US1,100 (£843), topping last year’s iPhone X, which at $US1,000 (£766) seemed jaw-dropping at the time.
As with the iPhone X, the new phone has a screen that runs from edge to edge, an effort to maximise the display without making the phone too awkward to hold. The screen needs no back light, so black would appear as truly black rather than simply dark.
This even-bigger iPhone, which will be available on 21 September in the US, with orders open the week before, represents Apple’s attempt to feed consumers’ appetite for increasingly larger screens as they rely on smartphones to watch and record video, as well as take photos wherever they are.
The iPhone X also got rid of the home button to make room for more screen and introduced facial-recognition technology to unlock the device.
By making more expensive iPhones, Apple has been able to boost its profits despite waning demand as people upgrade phones less frequently.
IPhones fetched an average price of $US724 (£555) during the April-June period, a nearly 20 per cent increase from a year earlier.
Apple also showed off a cheaper iPhone, called the iPhone XR. It has a traditional, lower-quality screen and an aluminum body. It is physically smaller than the iPhone 8 Plus, but has a bigger screen.
The cheaper phone will cost roughly $US750 (£575) and come out on 26 October. Apple also said that its next major update to its iOS operating system will come next Tuesday, followed a week later by a Mac software update.
Worldwide smartphone sales grew just 2 per cent during the second quarter of 2018, according to the research firm Gartner Inc.
During that period, which is typically slow for Apple, China’s Huawei Technologies surpassed Apple as the second-largest seller of smartphones based on Gartner’s calculations.
Samsung remained in the lead.
Apple also announced updates that push its Apple Watch further into medical device territory.
It has a larger screen and a built-in heart sensor that the company said can detect irregular heart rates and perform an electrocardiogram. The latter feature has been cleared by the US Food and Drug Administration, the company said.
These features will be available to US customers later this year, but Apple did not say when it would make it to the rest of the world.
In addition, Apple says the Series 4 Apple Watch will also be able to detect when someone falls - and can tell the difference between a trip and a fall. If it detects a fall and the user doesn’t respond in a minute, it’ll automatically call for help. This feature may be especially attractive to older people or those with elderly parents worried about falling when no one is around to help.