Now, Tim Cook presented Apple's latest iPhones -- the 6 and the 6 Plus -- just over seven weeks ago.
In its various incarnations, the iPhone has helped revolutionize the way that we take pictures and video.
And increasingly, filmmakers are turning to the pocket-sized gadget.
CNN cameraman Harvey Hogan looks at what can be achieved, compared to his professional kit.
I'm, Harvey, a cameraman for CNN, and I've worked in the industry for 14 years.
Day to day, we use standard-issue, professional-grade kit.
I also own an iPhone 6, and the camera on this has been widely praised.
A lot of people ask me just how good this is.
Tell them, Peter.
Good enough to make feature films and music videos like these.
They were shot using specialist apps as well as filters and lenses.
On the flip side, the filmmakers complain about the same things I do --
poor battery life and problems filming in low temperatures.
So, to see how good it really is, I took both of my cameras to London's Piccadilly Circus.
This is a standard news camera, and this is my iPhone. Both I use every day.
Let's see how the cameras compare.
The iPhone colors look a little washed-out on the bagpiper. This is because of the ambient lighting.
The news camera can handle it much better.
The busker's audience looked great. And the shots of traffic look cool for such a small camera.
And using the iPhone's slo-mo feature, this guy in the costume looks pretty scary.
When you're filming on any type of camera, there are a few things that you have to keep in mind.
First, there's perspective. Choose an angle which shows depth in your shot, then it will look more lifelike and less flat.
When filming, try to imagine your viewfinder divided into thirds and make sure your subject is in one side. This creates space.
Try to shoot a sequence of shots instead of one long shot to make it more interesting.
And avoid awkward pans and zooms.
As you can see, Apple's new Retina Display looks fantastic,
but let's go back to the edits, where you can see how they both compare.
When you're editing the pictures, you can really see the difference.
The broadcast camera -- the pictures are sharper, there's more depth, and they're much more vibrant.
The iPhone, on the other hand -- they're more anemic, there's more grain, and the pictures are very flat.
It is like comparing a Mini to a Maserati.
And there are plenty of other Minis around.
The Samsung Galaxy S5 has a 16-megapixel camera, while the iPhone still has only an 8-megapixel camera.
At the end of the day, it doesn't really matter what kit you are using, it's about being out there, having fun while you're filming and being creative --
so, less about the kit and more about the shots.