The glitzy event at the Steve Jobs theater showcased the latest iteration of the iPhone among other gadgets.
A focus currently appears to be on the new Apple Watch and reviews of this smart device.
The big feature of the watch is its capability to make phone calls - shown in the theater when the presenter called his colleague who was paddle boarding at the time.
It means people can go out without their phone and still receive texts and listen to music.
But initial reviews reportedly suggest that there are problems with the cellular connection.
The phone tends to have trouble connecting, some critics have revealed, and the battery is drained quickly when the watch is without its phone.
One Wall Street Journal writer said: "You’re lucky if the battery allows you to roam on cellular for longer than half a day—especially if you’re making calls.
"And only a limited number of third-party apps work without the phone close by..."
However, all reviewers have noted that the rest of the new features, aside from the cellular connections, including the extra sensors, work very well.