Demand for the phone announced today was clearly high. Sites like Gazelle and Glyde, which buy older iPhones, have seen a huge surge in traffic over the last few days as people try to unload their phones before they switch to the new one. Some analysts predict the company could sell over 10 million phones in its first month on the market. Apple noted on its last earnings call that it saw a significant drop in iPhone sales in recent months as consumers waited for the new phone.
In addition to the iPhone, Apple also announced upgrades to its iPod Touch, iPod Nano and iPod Shuffle, as well as new headphones, called "EarPods," and a redesigned iTunes store for iOS devices.
The iPod Touch is the "thinnest iPod Touch ever," said Greg Joswiak, Apple's vice president of iPod, iPhone, and iOS product marketing.
Just 6.1 millimeters thick and only weighing 88 grams, the new Touch comes with a 4-inch Retina display, iOS6, Siri, a 5-megapixel iSight camera with panorama mode, and an A5 processor. Processing will be 7 times faster than the older iPod Touch, according to Joswiak.
The new "mini player," the iPod Nano, with its improved home screen, is 5.4 mm thick with a 2.5-inch display -- the biggest display on a Nano yet -- and has up to 30 hours of music playback.
All three devices come in a rainbow of colors -- a first for the iPod Touch. The iPod Shuffle will now match the colors of the Nanos, but was otherwise unchanged.
The 2GB iPod Shuffle is being sold for $49 and the new iPod Nano with 16GB is $149. The new iPod Touch, 32GB will be sold for $299 and the 64GB will be sold for $399. The older Touch prices drop to $199 for the 16GB and $249 for the 32GB device. They can be ordered starting Sept. 14.
And what good is a new mp3 player without good headphones? Apple took three years to design new headphones, Joswiak said, taking 3D ear scans to find a common size.
EarPods come with new, bigger controls, and are included in the new iPod Touch, new Nano, and the new iPhone 5. They will also be sold as a stand-alone accessory starting today.
The new iTunes store design, with bigger icons to make it more "shopper friendly" and the ability to see playlists side-by-side in the music library, will be on iOS6 devices starting Sept. 19.
Noticeably absent was any mention of the so-called "iPad-Mini," a rumored smaller version of the iPad, but Apple is expected to hold another press event in October.
For a market that didn't exist two years ago, Cook said that Apple sold 17 million iPads just in the last quarter.