Apple CEO Tim Cook's first launch: iPhone 4S

Apple CEO Tim Cook launches the new iPhone 4S during a media event at Apple headquarters in Cupertino, California, on Tuesday, October 4, 2011.

In the run-up to the event, speculations were rife that the company would launch iPhone 5 on the day, supposedly backed by new Cook's emailed media invite to the event saying "Let's talk iPhone".

This was the first product launch for Cook (above), after he took over from Apple co-founder Steve Jobs as the CEO of the company in August this year.

Cook, wearing a navy blue button-down shirt and jeans, opened the launch by calling his nearly 14-year tenure at Apple "the privilege of a lifetime." Those in the audience clapped as he entered, but the reaction seemed more muted than what Jobs had recently received.

Apple executive Phil Schiller talks about the new iPhone 4S and its technological advancement over the other models at the launch on Tuesday, October 4, 2011.

Schiller talks about the camera specifications of the new iPhone 4S during the event.

Schiller talks about Siri with the new Apple iPhone 4S.

The new iPhone 4S has an improved camera with a higher-resolution sensor. (Above: Schiller at the briefing)

Schiller talks of more details about the new phone's photgraphic abilities.

The processor of the new iPhone 4S is faster, which helps run smoother, more realistic action games. It's also a "world phone," which means that Verizon iPhones will be able to useable overseas, just as AT&T iPhones already are. (Above:Phil Schiller at the briefing)

Apple Senior Vice-president (iOS mobile software) Scott Forstall talks about the camera on the Apple iPhone 4S during the event in California, on Tuesday, October 4, 2011.

Apple also launched a new app on October 4, which lets users create and mail greeting cards with their iPhones. The announcement of the $2.99 app sent the stocks of greeting card companies tumbling. (Above: Forstall briefs about the app)