Apple has unveiled several previously unseen features in iOS 6, the latest generation of its iPhone and iPad mobile operating system.
Alongside the announcement of the all-new iPhone 5, Apple demoed new mapping features, including its Flyover 3D satellite imagery and turn-by-turn navigation.
The demo included a 3D pass by Big Ben, guaranteeing that the new 3D images will be available in the UK.
The Safari mobile browser has been upgraded with a full screen mode, and iCloud integration with link sharing between devices. Meanwhile in Mail Apple has added an easier-to-use flag feature.
Apple also added a new photo sharing feature, enabling users to share Photo Streams with a few taps to Facebook or your iPhone.
Siri has also been upgraded with new sports information, App launching movie listings and other app integration.
Apple CEO Tim Cook made the announcement at the company's hugely-anticipated keynote in San Francisco, California.
Demand for the new iPhone is expected to be huge, with search data before the event revealing a massive pent-up demand for a new iPhone.
Every new generation of the iPhone has sold more units than all the previous generations combined, and investors' hopes are high that the new model can come close to replicating that success.
Meanwhile iPod sales have dipped, reflecting a move towards fuller-featured mobile devices.
The new iPhone comes after a week of announcements by top mobile phone manufacturers looking to steal the limelight.
Nokia's recently announced Lumia 920 has won plaudits for industrial design and its ground-breaking camera, while Motorola and Samsung have also unveiled new devices in recent weeks.