Apple Inc. is facing an unprecedented challenge: persuading customers to buy its latest iPhones without their biggest new feature.

The big day is here. After months of speculation, rumors and counter-rumors, we now know what’s on sale and for how much. Here’s the full rundown.

Apple continues its tradition of decking out the Fifth Avenue store ahead of product launches, this time with glowing rainbow colors signifying Apple Intelligence on iPhone 16.

The new iPhone 16 smartphone series of U.S. technology giant Apple went on sale in Japan on Friday, with more than 10 enthusiasts lined up at an Apple store in Tokyo's Shibuya Ward in the morning to buy iPhone 16 handsets. The store moved its opening time earlier to 8 a.m., but shoppers started to stand in line before the opening.

The new AI iPhone is officially available in Apple stores, hitting shelves in almost 60 countries around the world on Friday morning.

Apple is giving more people the chance to test a software update that will implant artificial intelligence into its virtual assistant Siri and automate a variety of tedious tasks on the latest iPhone coming out Friday.