Missing were a range of rumored or hoped-for items, including near-field communications (NFC, a technology usually touted for mobile transactions and digital wallets), a quad-core processor, support for USB 3.0 in the redesigned, smaller dock connector, removable storage, and an even larger screen.

The screen is now 4 inches diagonally, versus 3.5 inches for all previous models. The resolution is 640-by-1136 pixels, versus 640-by-960 for the 4S, but it shares with the latter the same pixel density of Apple's Retina display technology: 326 pixels per inch.

The taller screen's most visible result is to allow an extra row of icons on the home screen. But in demonstrations onstage, apps reworked to fully exploit the larger screen seemed much "larger" by virtue of being able to show more content, in either portrait or landscape mode. Every app "shows more data," said Apple's Phil Schiller, senior vice president of marketing, speaking to a packed hall of reporters and bloggers.

Yet every effort was made to ensure the phone was "designed for the hand," Schiller said. By that, he meant "designed for one hand." "It should fit in your hand and be easy to send messages, type emails and surf the Web," he said.

The thinner design is made possible by use of what's called in-cell technology, which in a sense embeds touch sensors into the display, eliminating what had been an extra layer in the sandwich-like mobile display screens. That one change cut 30% from the unit's thickness. [ it's found three Android phones that are thinner than Apple's newest.]