The beginning of September is a special time, when school starts up again, fall creeps in and Apple tries to convince us (often successfully) that we'll need to fork over several hundred dollars--and this year, about a thousand--for one of its new phones, durings it yearly "Special Event."

Today, the brand debuted the tenth anniversary iPhone X, which boasts a sizable step up in technology from its predecessors--an all-glass body and zero home button, facial recognition security tech, animojis you can bring to life with our own mug, a sophisticated new camera with portrait lighting, augmented reality and more. All this is meant to make the $999 price a bit digestible, and if you weren't able to catch the lowdown during the event livestream, the brand boils down all the important points down in an energetic new ad, "Meet iPhoneX."

In contrast to that flash, Apple highlighted the more emotional side of one its products, the Apple Watch, in a surprisingly touching film that starred real Watch owners from around the world reading their own letters to the company and CEO Tim Cook, saying thank you for how the product has enhanced--even saved--their lives. There's the father of a diabetic daughter, a self-dubbed Russian "cyborg" athlete, a 99-year-old traveler--all whose lives were made better or healthier with the product. There's even one scene that recreates one owner's car accident, during which the watch's SOS feature helped save his life.

"We get letters from Watch owners all the time, sharing with us how the Apple Watch is helping make them healthier," explained Tor Myhren, VP-Marketing Communications at Apple. "These are real people, reading their real stories. "Nothing makes us happier than receiving letters like this, and we thank everyone in the video for sharing their incredible stories with the world."

Apple tapped director Max Malkin of Prettybird to capture their tales. "Max did such a phenomenal job of capturing the real people, while drawing out their stories in a truly cinematic way," Myhren says.

The marketing that debuted today also included "8in8," a piece of content made especially for Twitter that allows users to check out all 36 features of the new iPhone 8 in the span of seconds, simply by pausing each frame.