Apple fans camp outside Regent Street store as the iPhone 6 and Apple Watch unveiled

 
Launch event: Phil Schiller discusses messaging on the new iPhone 6 and iPhone 6 plus (Picture: AP Photo/Marcio Jose Sanchez)
Alexandra Rucki9 September 2014

Apple unveiled a smartwatch called the Apple Watch during a launch event today.

The wearable device marks the company's first major entry in a new product category since the iPad's debut in 2010.

It follows recent questions about whether Apple still has a knack for innovating following the 2011 death of co-founder Steve Jobs.

The iPhone 6, bigger than the last model, was also unveiled after it was upstaged by the new device. The iPhone 6 plus features a a 5.5-inch screen, compared to the four-inch screen of the current generation iPhone 5s.

At an event in Cupertino, California, CEO Tim Cook, said: "Today we're launching the biggest advancement in the history of iPhone."

Apple iPhone 6 launch

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The larger of the two new devices, the 6 Plus, also allows for apps such as Messages and Mail to be displayed in landscape orientation for the first time.

The firm also confirmed a new processor chip, the A8, which will be used to power new apps and games, with partnerships with game studios including Disney and EA also confirmed on stage by Apple's Phil Schiller.

The technology giant had been expected to announce two new iPhones, with speculation and alleged leaks appearing online over the last few weeks.

The new Apple Watch can be completely customised to suit the style of the user, and also comes with Apple's voice assistant Siri. It will also work with Apple Pay.

The watch can also be used to personally communicate with friends - tapping their name and sending a vibration to the sensor in their own device. Apple also say it is possible to send a replica of your heartbeat to another user. Apple call it Digital Touch, and it also supports drawing pictures and messages on screen in order to communicate.

The device will also be available to app developers through a software development kit, and the Twitter app was demonstrated on stage. Navigation is also on offer through the Maps app.

Apple Watch also comes with health-focused apps called Fitness and Workout, which measure movement and fitness in detail. This will put it in direct competition with Samsung, and the S Health app that Android users turn to for their health and fitness tracking by combining their smartphone and watch.

It can also be used to control Apple TV, as well as serving as a remote control for the camera on a connected iPhone.

Mr Cook confirmed that the Apple Watch will start at 349 US dollars, and will go on sale on early in 2015. "It is worth the wait", he said.

Meanwhile, two eager Apple fans have formed a queue outside the Apple store in Regent Street, central London.

Zoltan, 24, of Bulgaria is holding the place for his girlfriend while the other tent is occupied by Uma Subramanian from Taskrabbit.co.uk, an online market place for people who want to pay others to do jobs for them.

The new iPhone devices will ship on September 19, with the company's new mobile operating system, iOS 8, becoming available on iPhone 4s and above from September 17.

<blockquote class="twitter-tweet" lang="en">People already lining up outside Apple's Regent St. store <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/longwait?src=hash" class="body-link" data-vars-item-name="BL-182181-https://twitter.com/hashtag/longwait?src=hash" data-vars-event-id="c23">#longwait</a> <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/iphone6?src=hash" class="body-link" data-vars-item-name="BL-182181-https://twitter.com/hashtag/iphone6?src=hash" data-vars-event-id="c23">#iphone6</a> <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/Apple?src=hash" class="body-link" data-vars-item-name="BL-182181-https://twitter.com/hashtag/Apple?src=hash" data-vars-event-id="c23">#Apple</a> <a rel="nofollow" target="_blank" href="https://twitter.com/hashtag/London?src=hash" class="body-link" data-vars-item-name="BL-182181-https://twitter.com/hashtag/London?src=hash" data-vars-event-id="c23">#London</a> <a rel="nofollow" target="_blank" href="https://www.awin1.com/awclick.php?mid=9&amp;id=222025&amp;p=http://t.co/pKpkE73c1G" class="body-link" data-vars-item-name="BL-182181-http://t.co/pKpkE73c1G" data-vars-event-id="c23">pic.twitter.com/pKpkE73c1G</a>— Krista Warren (@Krista_Warren) <a rel="nofollow" target="_blank" href="https://twitter.com/Krista_Warren/status/509377045877751808" class="body-link" data-vars-item-name="BL-182181-https://twitter.com/Krista_Warren/status/509377045877751808" data-vars-event-id="c23">September 9, 2014</a>

Mr Schiller confirmed that the new iPhone 6 will be priced at 199 US dollars (£123) for the 16GB model, going up to 399 US dollars (£248) for the 128GB model. The iPhone 6 Plus will start at 299 US dollars (£185).

Apple has also announced plans to enter the payment market.

"Our vision is to replace the wallet and we're going to start with payments", said Mr Cook.

He also called magnetic strips on credit cards "outdated and vulnerable" before introducing Apple's take on the area.

"We love this kind of problem. This is what Apple does best. We've created a new payment process and it's called Apple Pay," he added.

The new software uses the fingerprint scanner on your phone and native payment apps to allow users to pay for products by touching their iPhone to payment outlets.

It uses near-field communication (NFC) technology, used in existing contactless payments, and the company's own Passbook app to secure your details.

The Find My iPhone app would be used to track and suspend your account if the device is stolen.

"We are not in the business of collecting your data", said Apple, confirming that all Apple Pay transactions are not logged by the company.

Major retailers have already signed up to use Apple Pay in their stores, including Toys R US and Staples.

Online, it is also possible to pay within some apps. For now, the technology is just been introduced in the US.

Additional reporting Press Association.

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