"Our intention has always to create something so magical, powerful, that the hardware virtually disappears," said chief executive Tim Cook at the launch.
He added it was a "new step forward for iPhone" that will "set the path for technology for the next decade".
Introducing the iPhone 8, Apple executive Phil Schiller said the device "improves on everything we love about the iPhone".
When will the iPhone 8 and 8 Plus go on sale?
The iPhone 8 and iPhone 8 Plus go on sale today. The iPhone 8 and 8 Plus are now available on plenty of UK networks for slightly cheaper plans than the ones expected on the iPhone X. You can order with the main suppliers here:
You can read the Telegraph's full guide to the best iPhone 8 deals here.