It's not the big update that we say previous year, but it is the most polished Apple Watch yet, with one feature users have been begging for since the very first model - an always-on display. Apple is also expected to reveal new casing materials for the smartwatch, including ceramic and titanium. The added benefit of that always-on display? Plus, it comes with a compass now.
At the same time, the cheaper aluminium case options remain.
Frank Gillett, principal analyst at Forrester, told CNN Business that the Series 5 "improvements were very compelling for new and upgrade buyers, especially the always-on display and the expanding range of health monitoring features".
Apple sprung a surprise by launching an entry-level 10.2-inch iPad that replaces the long-lasting 9.7-inch iPad.
Apple is also giving cellular models of the new generation Watch the ability to make emergency calls internationally.
More interesting is Apple's decision to keep the Apple Watch Series 3 in its line-up. You can order it today, and it will be available September 20. Apple didn't announce whether these models would be available in both GPS-only and cellular. Users will be able to see their watch faces without raising their wrists or tapping the device - though, according to Apple, the screen will be dimmed when the user's wrist is down. The Apple Watch now holds the title of the best selling smartwatch, and the Apple Watch 4 is the company's most elegant device yet (sitting near the top of our best smartwatch ranking). The existing emergency calling feature is going global too, and will be supported in 150 countries for extra peace of mind. Emergency SOS has been improved: the cellular version can instantly call emergency services in many global countries by simply holding the crown button down in an emergency. It also announced a new health study research app, coming to the US later this year.
Apple is under pressure to grow revenues in other areas like services, because iPhone sales have declined year-on-year for the past two quarters. Apple said it can not access information that directly identifies you through the app.
The big feature is the introduction of an App Store straight on the watch - conceivably, so you can use it without even needing a phone as a go-between.