The iPhone X will sell for $999, $350 more than the basic iPhone 7. Given that the home button has historically been central to the iPhone's security, the replacement comes in the form of a depth-sensing front camera that will unlock the phone by detecting the user's face.
"What Apple doesn't want is for people to want the best but not be able to afford it and therefore hold onto their existing phones rather than buying what they consider second best", Dawson said in a blog post.
The all-glass device has an edge-to-edge display and no home button. But new additions such as Infrared camera, Flood illuminator, microphone, a speaker and Dot projector are packed at the top notch.
Animated emojis are a thing now. It is the most expensive iPhone ever made. It also revealed the detail about face detection technology that maps users' expression onto emoticons and behaves as an ID as well.
The iPhone X will come in two colors: silver and space gray.
Apple chief executive Tim Cook told the audience that the Watch is now the best-selling watch globally, ahead of rivals such as Rolex. "Nothing has ever been more simple, natural and effortless", he said earlier. All an iPhone X user has to do to unlock it is look at the screen.
You'll also want to figure out exactly how you're going to put in an order for your new phone.
iPhone X is powered by Apple's all-new new A11 bionic chipset.
A new glass design covers the rear of the phone and allows it to be charged wirelessly via the established Qi ecosystem. One example shown featured using an Major League Baseball app to see play stats over the field while you're at the ballpark.
A new colour filter, deeper pixels and an improved Apple-designed image signal processor delivers advanced pixel processing, wide colour capture, faster autofocus in low light and better HDR photos.
The new cellular model, called Series 3, will start at $399. That way consumers can leave their phone but still be connected via their watch.
Moving along, Apple today also introduced a brand new Apple Watch with support for LTE. An upgrade is especially warranted if you have the smaller iPhone 7 or previous iPhone models.
The Apple Watch Series 3 launches on September 22 starting at $329.
Price differences are also present with the Series 3 Apple Watch but are by no means as significant. It ships on September 22. Apple has decided once again to upgrade by subtraction. Apple says it's working with Netflix and Amazon Prime to bring their 4K original programs to Apple TV, too.