Apple unveiled a new water-resistant iPhone at a product event in San Francisco on Wednesday.
The iPhone 7 also features a new camera system that offers improved performance both day and night.
Apple officials also announced the launch of an electronic pay service in Japan from late October.
By touching the handset to a sensor, commuters will be able to pass through train ticket barriers. And shoppers can use the phones to buy items in stores.
iPhone sales have been slumping amid heated competition from South Korean and Chinese rivals. Global year-on-year sales were down from January to March, resulting in the first quarterly decline.
The iPhone 7 will be available in shops around the world from September 16th.
The company is hoping the new model will revive sales.
Source and image: NHK