Apple has announced the iPhone 6s and iPhone 6s Plus at its media event in California.
Tim Cook introduced the new devices on stage at the Bill Graham Civic Auditorium. The smartphones continue on from the manufacturer's previous iPhone 6 range, which Cook claims sold '3.5 times faster than the rest of the industry'.
Apple appeared to take a different direction at this year's event, announcing partnerships with former rivals Adobe and Microsoft, with Microsoft Office to be available on Apple's new iPad Pro tablet.
Cook described the new iPhone 6s and iPhone 6s Plus devices as 'the most advanced smartphones in the world' and has directly challenged Android with a new app that is downaloadable onto Android smartphones, to help users switch to iOS.
Apple also announced the new smartphone devices will feature 4K video recordings, which rivals manufacturer Sony, who launched its latest 4K smartphone last week.
The iPhone 6s and iPhone 6s Plus will be available to preorder from September 12, with the devices to hit UK stores on September 25. Apple announced that it would be launching an iPhone Upgrade Programme, which will enable users to upgrade to a new iPhone smartphone every year.
The manufacturer made no mention of its mobile payment system or music platform at the event, with Cook choosing to focus on the Apple TV, iPad Pro, the two new mobile devices, as well as the Apple Watch.
The tech giant took the opportunity to unveil a new operating system for the Watch, which comes days after rival Samsung launched its latest wearable device at IFA in Berlin, with Cook claiming that when it comes to wearables, the company has 'an incredible pace of innovation'.