Looking to drum up consumer excitement, the tech company hosted an event in San Francisco on Tuesday to unveil a series of products, including two new phones, a virtual reality headset and the Chromecast Ultra.

The flagship announcement was the introduction of Pixel, the first Google phone to carry exclusively Google branding. The company called it the “first phone made by Google inside and out.”

The device is poised to take on the iPhone with a built-in artificially intelligent assistant, 4K video and other bells and whistles.

Here’s a closer look at everything you need to know:

Pixel smartphones

Google (GOOG) announced a new Pixel line of phones — the 5-inch Pixel ($649) and 5.5-inch Pixel XL ($769). The prices are the same as the iPhone 7 and the iPhone 7 Plus.

The devices boast 4GB of RAM, a Qualcomm Snapdragon 821 processor, a fingerprint sensor and a 12MP rear-facing camera.

The phones drop its existing Nexus branding in favor of “Pixel,” a nod to Google’s existing tablet and Chromebook line. Both run on Android 7.1 Nougat, Google’s most recent mobile operating system.

The devices come with a built-in AI assistant, Google Assistant. The company demonstrated how the AI software can make a reservation for you right from the device and complete other tasks.

Pixel has a pretty sweet perk for photo fans, too: Users will get free unlimited storage of photos and videos — something Apple would be wise to consider in the future.

The devices, which are available for pre-sale starting on Tuesday, come in three colors: quite black, very silver and really blue.

Google unveiled its next-generation content streaming device, the Chromecast Ultra. The gadget, which has sold 30 million units to date, supports 4K streaming. Chromecast Ultra will be available for $69 this fall.

Google’s popular Chromecast device plugs into your TV through an HDMI port and can stream content from your computer or mobile device.