There's a new iPhone, and so of course there must be a new iPhone Plus as well.
After running through some stats illustrating the iPhone's remarkable growth in China, Tim Cook introduced this year's generation, called the iPhone 6S.
"The only thing that's changed is everything," says Cook.
"These are the most advanced smartphones in the world."
The iPhone 6S Plus retains its 5.5-inch Retina display, but this time it's covered by a new, even tougher glass, which Apple describes as the strongest in the industry.
It will also feature 3D Touch, implementing a version of the Force Touch functionality that was first introduced with the Apple Watch and MacBook touchpads earlier this year.
This has been woven in throughout the iOS interface and default apps to give extra contextual functionality tied to pressure detection.