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Apple unveils three new iPhones starting at $699

September 13, 2017
Senior Vice President of Worldwide Marketing at Apple Philip Schiller introduces AirPower, a wireless charging system, during iPhone launch event at Apple's new headquarters in Cupertino, California on September 12, 2017.  —AFP
Senior Vice President of Worldwide Marketing at Apple Philip Schiller introduces AirPower, a wireless charging system, during iPhone launch event at Apple's new headquarters in Cupertino, California on September 12, 2017. —AFP

Apple unveiled three new iPhone models on Tuesday, including a top-of-line handset described as “the biggest leap forward” since the original iPhone 10 years ago.

Apple chief executive Tim Cook announced the premium iPhone X — pronounced 10 — as well as a new iPhone 8 and 8 Plus.

Cook, speaking at the first event at the new campus theatre named for the late Apple co-founder Steve Jobs, said the latest flagship handset is a milestone for the company a decade after the first iPhone release.

“Ten years later it is only fitting that we are here in this place, on this day to reveal a product that will set the path for technology for the next decade,” Cook said, calling the iPhone X “the biggest leap forward since the original iPhone.”

Phil Schiller, Apple's senior vice president of worldwide marketing, left, takes over from CEO Tim Cook as they discuss the features of the new iPhone X at the Steve Jobs Theater. —AP
Phil Schiller, Apple's senior vice president of worldwide marketing, left, takes over from CEO Tim Cook as they discuss the features of the new iPhone X at the Steve Jobs Theater. —AP

The iPhone X has an edge-to-edge screen 5.8 inch and uses facial recognition to unlock the device, and improved “super retina” display with improved graphics and resolution.

The new flagship device will be available November 3 at a starting price of $999, while the iPhone 8 and 8Plus will be available later this month starting at $699 and $799, respectively.

All three new phones will offer wireless charging using the Qi global standard.

Apple's senior vice president of worldwide marketing, announces features of the new iPhone X at the Steve Jobs Theater. —AP
Apple's senior vice president of worldwide marketing, announces features of the new iPhone X at the Steve Jobs Theater. —AP

Apple senior vice president Phil Schiller said the glass-body iPhone 8 and 8 Plus handsets were the first smartphones “really created for augmented reality,” with improved power and graphics over their predecessors.

Apple also unveiled an updated smartwatch and an upgraded streaming video system for 4K high-definition television.