Apple Inc. introduced three new phones including a high-end $999 phone, a new Apple Watch and a host of other new features at its special event Tuesday, its first-ever at the Steve Jobs Theater at its new “spaceship” campus

Shares of Apple AAPL, -0.01% which had been down 0.2% just before the event started and rose as much as 1.5% during the event, closed 0.4% lower. Shares are up about 38% for the year.

Apple introduced its iPhone 8, with a 4.7-inch display, and iPhone 8 Plus, with a 5.5-inch display. The phones start at $699 and $799, respectively, are available for order this Friday, and are set to ship on Sept. 22.

The iPhone 8 models feature new stereo speakers, Apple’s new A11 “Bionic” chip, and have a glass on front and back. Both have a wireless charging capability and their 12-megapixel camera allows for something new called “portrait mode,” where the camera uses sensors to adjust lighting while they are framing the picture. Apple also touted the augmented reality features of the camera that allows for real-world gaming where images are overlaid on the camera screen. 

Apple Chief Executive Tim Cook invoked the iconic “One more thing...” to introduce the iPhone X, or 10. The phone, which starts at $999, sports an edge-to-edge display, dual 12-megapixel camera and stability sensors, and does away with the home button. It features a FaceID recognition feature, which unlocks the phone and can also be used with Apple Pay and third-party apps. Orders for the iPhone X begin on Oct. 27, with a Nov. 3 ship date.

The company also announced it will launch its AirPower wireless charging pad that can simultaneously charge an iPhone, Apple Watch and AirPods next year.

Apple also introduced its Apple Watch Series 3, which starts at $329. Pre-orders start this Friday, with a ship date of Sept. 22. The new Series 3 Apple Watch will have built-in cellular capability so it doesn’t need to be connected to an iPhone. Additionally, Apple Watch’s OS4 upgrade is available Sept. 19. 

The company also cut the price on its Series 2 Apple Watch to $249.

Cook said Apple Watch sales have grown 50% since the year-ago quarter and that it is now “the number one watch in the world.” During the presentation, Chief Operating Officer Jeff Williams claimed that the Apple Watch is most used heart-rate monitor in the world, and that the company is working with the Food and Drug Administration to have a function in place that tracks heart conditions like atrial fibrillation in the near future.

Apple used the event to introduce its Apple TV 4K, which starts at $179 and ships on Sept. 22. The company said that customers who have bought video content from iTunes will get their purchases upgraded to 4K quality.