A new iPhone, a new Apple Watch and a new Nintendo game were among the big reveals at Apple's Wednesday press event in San Francisco.
But there was one more thing.
Apple has ditched the headphone jack in the iPhone 7, as tech industry watchers widely predicted.
The controversial move is aimed at speeding the adoption of high-end Bluetooth technology but could instead turn off many existing or potential Apple customers.
During the Wednesday announcement, Apple CEO Tim Cook described iPhone 7 as "the best iPhone we've ever created," in what has become customary language for every new iPhone iteration.
Shortly before the event started at 10 a.m. Pacific time, an Amazon landing page for iPhone 7-compatible accessories inadvertently revealed some of the gadget's specifications. The products listed revealed that the new phone would have a dual camera. Tellingly, the only headphone options for sale were wireless.
Apple announced an adaptor for the 3.5mm headphone jack that connects through the lightning input would be included with every new iPhone7.
Amazon quickly deactivated links to iPhone 7 cases, which would have revealed more details of the new design.
Apple hasn't launched a significant new product since the debut of the Apple Watch in 2015 ― and with a high price tag and slow adoption, it has yet to become a blockbuster item like the iPod or iPhone.
The newest edition of the watch, called Apple Watch Series 2, features a waterproof design with built-in GPS and improved fitness tracking and navigation capabilities.
Mobile games, which in December 2015 alone netted $1B for the company, are likely to attract even more players: Apple announced a new Nintendo game, Super Mario Run, which can be played one-handed. Pokemon Go creator Niantic announced an Apple Watch-compatible version of the game.
This is a developing story. Please check back for updates.