The iPhone 8 (starting at $699) and 8 Plus (starting at $799) were standard upgrades of the iPhone 7, with some visual differences such as glass on the rear, enabling wireless charging.

The iPhone 8 Plus has wireless charging and a new portrait lighting mode, enabling users to apply professional lighting effects to photos in real time and edit them again afterwards.

The eagerly anticipated iPhone X provoked the strongest interest after the announcement and not just because of how it looks. It marks a sea change in the look of the iconic handsets, ditching the Home button and featuring a 5.8in edge-to-edge display. It includes Apple’s face-scanning technology, Face ID, which users can use to unlock their phones, make payments with Apple Pay and purchase apps in the App Store.

A demonstration of the gadget by Apple executive Craig Federighi went a bit awry when the device refused to unlock. Federighi tried a second time but had to swap to another handset in order to overcome the technical hitch.

The announcements came during the tenth anniversary year of the handset. The iPhone was Apple’s first smartphone model, unveiled on 9 January 2007.

Customers in Luxembourg will be able to pre-order the iPhone 8 and iPhone 8Plus from 15 September with availability from 22 September.