The flagship devices will be sold at roughly the same price as the models they replace, starting at $649 for the iPhone 7 for US customers, with deliveries in 25 countries beginning September 16.
Revered Nintendo game designer Shigeru Miyamoto was a surprise guest at the Apple event, unveiling a new "Super Mario Run" game heading for the iPhone by the year-end holidays.
"We want as many people of all ages to be able to play Super Mario Run," Miyamoto said.
"We plan to release it at a set price, and then you can play to your heart's content." The price was not disclosed.