The Apple logo at the entrance to the Fifth Ave. Apple store September 14, 2016 in New York. The iPhone 7 and larger iPhone 7 Plus, with sophisticated camera technology, improved water resistance and other features, were shown off to applause on September 7 at an Apple event in San Francisco. The flagship devices with boosted memory capacity will be sold at roughly the same price as the models they replace, starting at $649 for the iPhone 7 for US customers, with deliveries in 25 countries beginning September 16. / AFP PHOTO / Don EMMERT