So the rumors and leaks pretty much nailed the biggest features and lineup.
The iPhone 8 and 8+ are the yearly bump phones, and the iPhone X (pronounced "ten") is the "one more thing".
They've reduced the variety down to a 64GB and 256GB phone in each one, and they've kept the iPhone 7, 6s, and the iPhone SE, so they've got one at every price point from $349 through $1,099.
Removing the touch ID they've implemented face ID, using two front facing cameras, an infrared lamp, and an infrared dot projector. It recognizes if you're looking at the display and doesn't come on until it has your attention. The bump phones still have Touch ID.
The home button is replaced with a swipe-from-the-bottom gesture. So you lift the phone, and as long as your eyes are pointing towards the display you can swipe from the bottom to go to the home screen if it recognizes you, or it'll present a number pad for your pin if it does not.
They spent a great deal of time focusing on the augmented reality features. We will see how developers use that over time.
Wireless charging uses the QI standard, so thankfully it's not proprietary to apple. It's slower at 7.5W rather than the normal 10W fast charge.
The watch has cellular built in, starting at $399 (ie, more expensive than the iphone SE). They've integrated it with the phone such that you can use them separately but only use one number to reach or call from either whether they are close by or not. They also offer the watch 3 without cellular, but the one with cellular has double the flash memory, so even if you don't want cellular you may decide to buy it based on the memory available. No word on what plans would look like, but my expectation is that they'll offer a simple $10/mo increase since it's a single user system and you're going to use the same amount of phone and data, just on a separate device.
The apple TV now supports 4k and HDR.
The phones do have some neat newer features having to do with processing power and the camera.
The bump phones are available this month, the iPhone X next month.
Now I have to decide what I want. I have to admit I like using cases and display covers, but swiping up from the bottom is really annoying with either situation. It's not a huge deal since screens can be replaced, but with the oled display that's going to be a lot more expensive particularly this year during introduction.