tradition, apple ceo tim cook skipped the apple company updates. >> everything's great. >> reporter: and jumped right into what he called the greatest phones in the world. >> these are the new iphones. >> reporter: the biggest change might be the bigger sizes. then there's the faster processor, improved cameras, more user friendly text message options and a host of other one-ups. >> we have one more thing. >> reporter: cook has been criticized for not producing a truly original apple product since iconic apple co-founder steve jobs' passing. today he answered his critics with the apple watch. >> amazing what you can do from your wrist. >> they've been under pressure for not innovating. i think you can just feel morale in the company on this front rising. >> reporter: it comes in different colors and sizes and wristbands. and cases. apple says it's their most personal product ever. and there was something else. both phones and the watch come with apple pay, a mobile payment