The event was held from the new Steve Jobs Theater at its new campus Apple Park in Cupertino, Calif.
The tech giant, which boasts an $843 billion market cap, also unveiled another iteration of its Apple Watch, the Apple Watch Series 3. The watch will ship September 19 and cost $399.
TheStreet's Brian Sozzi expects a $2 trillion Apple valuation in 2018.
Apple shares are up 40% since the start of the year, outpacing the S&P 500's 11% increase.
Investors are betting that Apple can continue to convince consumers to upgrade their iPhones to the latest versions.
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