The camera, called iSight, has "auto image stabilization," which helps avoid blurry pictures, and a slow-motion camera for video.
The 5S also includes "Touch ID," which reads fingerprints at a "detailed level," Schiller said. He said it is "fun and easy" to teach the 5S about your fingerprint and once you do, you can just touch the home button to unlock the phone.
Tying the fingerprint scanner to payments could also open new revenue channels for Apple.
Apple also said its next mobile operating system, iOS 7, will be available as a free download on Sept 18.
Craig Federighi, head of software at Apple Inc., said at an event at the company's Cupertino, Calif., headquarters that "downloading iOS 7 is like getting an all new device."
The new system can be downloaded on the iPhone 4 and later models, as well as on the tablets beginning with the iPad 2.
Apple also says it expects to ship its 700 millionth iOS device next month. Apple CEO Tim Cook predicts that iOS 7 will become the most popular mobile operating system in the world.
Investors seemed unimpressed. Apple's stock price fell $3.17 to $503.10 during the event.
Ortutay reported from New York.