The phone will start shipping 3 November for $999 for the 64GB, and it can be pre-ordered on 27 October.

The iPhone SE also has a price cut to $349, iPhone 6S to $449, and iPhone 7 to $549.

It looks like we knew it would look like: a huge screen taking up the whole front with a, er, 5.8 inch OLED “super retina display”; a glass back; a dual camera; and a small bump cutting in to the top of the screen.

With no home button, the display is enabled simply by tapping on the screen, you get back to the home screen by swiping up from the bottom, and you get to multi-tasking by swiping up and pausing. The side-button is now dedicated to Siri.

What about TouchID? It’s been replaced with “Face ID”. It’s “the future of how we unlock our smartphones”, Schiller says – and it’s based on the front cameras, which are more than just a camera. Seven separate sensors are packed into that little band at the top, and it’s how the company hopes to overcome flaws with previous face unlock systems. It also works at night.

Schiller also reveals what the “bionic” label is on the A11: it’s the neural engine, a subset of the chip dedicated to neural network processing, and that’s how Face ID works. The company even trained its system on professionally made masks, to make sure that it only works on real faces.

More importantly, Schiller says it “requires user attention”, such as looking at the camera, to unlock – so hopefully a pickpocket won’t be able to wave your phone in front of your face then dash off.

“The chance that a random person in the population could unlock your iPhone X and unlock it with their face is one in a million”, Schiller says, comparing it to one in 50,000 for TouchID. But unlike TouchID, it can get confused more easily if someone looks similar to you. If you have an evil twin, “set a passcode”, he says. It works with everything else TouchID does, including Apple Pay.

The neural engine has one other use: terrifying animated emoji. I never want to receive one. Wow. I’m shaken.

Craig Federighi comes onstage to demo the phone.

Schiller’s not done yet, and he returns to announce the biggest change coming to the iPhone 8: wireless charging.

The iPhone 8 and 8 Plus will now support the Qi wireless charging standard – that’s the one which is built into a lot of Ikea furniture. You’ll soon be able to charge your phone by just leaving it on your bedside table. Hooray!

The iPhone 8 will start at 64GB, from $699, and the 8 Plus will start at $799. Pre-orders from 15 September, available from 22 September, and iOS 11 will be released on 19 September.

Back to Tim.

Phil Schiller comes up to talk, but don’t get too excited: it’s the iPhone 8. It looks a lot like the iPhone 7, but it’s now all-glass, and it comes in three colours (silver, grey and rose gold).

There are some new features in this phone, including the True Tone tech carried over from the iPad (it adjusts for the temperature of the light), louder stereo speakers and a new “A11 bionic” chip, but you can tell we’re all rushing through to get to the good stuff.

Still, we should make the most of it while we’re here. Apple’s also showing off its first ever fully in-house GPU (after it broke with Britain’s Imagination Technologies), and a new image signal processor – the brains behind the camera – with noise reduction and faster low-light autofocus.

The camera itself gets a new sensor and new colour filter on the normal 8, while the 8 Plus gets two new sensors for its two new cameras, and the telephoto lens gets better in low light.

But it’s the software where the cameras are getting impressive changes: the 8 Plus can now use the two cameras to build a depth map of a portrait photo, and artificially alter the lighting of the images.

Schiller also calls the iPhone the first phone “designed for augmented reality” (that doesn’t sound true, given Google’s Project Tango was explicitly just that, but hey), and shows some AR apps, like a Warhammer game and a baseball analytics app.

Games developer Alti Mar, from Directive Games, arrives to show a multiplayer AR tower defence game. It looks like quite an annoying way of playing a game, but maybe I’m just lazy.

The new Apple TV finally brings HDR and 4K technology to Apple’s set-top box, allowing owners to view content in the best picture quality possible (until the next must-have new feature). For context, Amazon’s competing hardware has supported 4K for two years.

Still, the new Apple TV is twice as fast in the CPU and four times as fast in the GPU, Cue says.

More importantly, Apple’s secured 4K content for iTunes – and the company won its fight with Hollywood to not raise the price in the move from HD. Netflix and Amazon Prime Video will also support the platform.

The Apple TV app – that’s an app that runs on the Apple TV, so it’s technically the Apple TV Apple TV app – is also coming to other countries than just the US, including the UK, and it’s getting support for live sporting fixtures and live news. The Apple TV app also runs on the iPad and iPhone, so all of this affects them too.

Games developer Jenova Chen of thatgamecompany arrives on stage to show off its new game, Sky – which looks like a spiritual sequel to its 2012 indie hit Journey, a PlayStation 3 exclusive. Sky is an Apple exclusive, on TV, iPad and iPhone.

The new Apple TV starts at $179, and will ship on 22 September.

As expected, the new Apple Watch has a built-in mobile connection. “Now you can go for a run with just your watch and still be connected,” Jeff says. “The number is the same number as your iPhone,” he notes. Bizarrely, the feature is introduced with a video of a phone call coming through while someone is swimming lanes, which seems … not particularly useful.

More useful is the introduction of streaming audio to the watch. If you’ve got an Apple Watch series 3 and Apple Music, you can stream music over that built-in cellular connection.

Elsewhere, the watch’s faster processor now lets Siri to talk back, and a new wifi chip reduces power drain by 85%. Despite all that, it’s still the same size as the Series 2 Watch, Jeff says, before adding that it’s not actually the same size as the Series 2 Watch and is actually 0.25mm thicker because the glass bump on the back bulges a bit more.

Then Jeff calls a woman on a paddleboard in the middle of a lake, because he can. “I’m going to go rogue for a minute,” Jeff says – Jeff has gone mad with power – before he notes that Deidre on the paddleboard doesn’t have any special mics, just the watch.

The watch has some new bands – some pretty, some not – and the super-expensive ceramic version now comes in grey as well as white.

Jeff concludes with prices and dates:

$329 without cellular, $399 with cellular, and series 1 drops down to $249. The cellular version will be exclusive to EE in the UK, and orders begin on 15 September, shipping on the on 22nd.

Back to Tim.

Jeff talks about some of the changes coming to the next version of watchOS, first: fitness challenges, new workouts including HIIT and lane swimming, and improved metrics for the built-in heart-rate monitor.

The company is also pushing more directly into healthcare: the watch will now notify you directly if your heartrate spikes and you don’t appear to be active, or if it detects an arrhythmia.

WatchOS 4 is out 19 September, Jeff says.

There are not that many surprises today, but there’s still a few things we’re going to be keeping a keen eye out for:

• Pricing: we don’t know how much anything will cost, and we certainly don’t know how much it’ll cost in the UK. The latter we won’t find out til after the whole thing is over, but we’ll get US figures dropped throughout the show.
• The iPhone 8: the overshadowed little sibling, we know almost nothing about the iPhone 8. It looks likely to be a minor iteration on the iPhone 7, but what those changes will be is anyone’s guess.
• Wireless charging: this feature has been rumoured for years, but there’s more evidence than ever to suggest that the company has finally decided that inductive charging is the future.
• X or 10?: how do we even say “iPhone X” anyway?

This event is characterised, more than any before it, by a near-total absence of mystery, thanks to an Apple leak of the final version of iOS 11 to a couple of outlets. That software, likely to hit iPhones and iPads in the next couple of days, revealed that we’ve likely got at least five new pieces of hardware being announced over the next couple of hours:

• The iPhone X: a new ultra-high-end addition to the product line, with a full-face OLED screen and a price-tag to match.
  
• The iPhone 8: the update to last year’s iPhone 7, with few major changes expected beyond a simple speed bump.
  
• The Apple Watch Series 3: a new version of the company’s smartwatch, featuring little visible difference but an in-built 4G connection.
  
• New AirPods: a minor revision to Apple’s best-selling completely wireless Bluetooth earbuds.
  
• The fifth generation Apple TV: which will include 4K support for people with UHD TVs.

On top of those we also know that four new software updates will hit devices over the coming weeks. Most of the details will have been already revealed at the company’s software conference, WWDC, and in public betas, but a few surprises are sometimes kept in store:

• iOS 11: the next version of the software used on iPhones and iPads. This update focuses on multitasking improvements for the the iPad.
• macOS High Sierra: an update largely focused on under-the-hood changes to the operating system that runs on the company’s Macs.
• watchOS 4: the Apple Watch’s operating system, improves the workout features and introduces a new Siri watch face.
• tvOS 11: another minor update, which adding a dark mode and Home screen sync between Apple TV devices.

And finally, we may see release dates or prices for a few things we already know are coming, including the HomePod smart speaker and the iMac Pro.

Hello and welcome to the Guardian’s live blog of today’s Apple press event. It’s a big day for the company, which is expected to reveal the first significant shake-up to the design of the iPhone, its biggest-selling product by a massive margin, since 2014.

It’s also the first event to be held in the Steve Jobs Theater, outside the company’s new enormous purpose-built headquarters, Apple Park, in the Silicon Valley town of Cupertino. The assembled press have been sending excited pictures of curved glass, shiny marble, and Apple staff in pristine white t-shirts, but we’re watching the sunset from King’s Cross in London, so don’t feel too jealous of us.

The main event starts at 10am in San Francisco (or 6pm in the UK), and if you’re planning on sticking around, I’d stock up on nibbles and drinks: it looks like it’s going to be a long one.