Published On: Wed, Sep 13th, 2017

Apple launches iPhone X with a $1000 price tag

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Apple Inc. on Tuesday rolled out its much-anticipated iPhone X, a glass and stainless steel device with an edge-to-edge display that chief executive Tim Cook called “the biggest leap forward since the original iPhone”.

The launch contained few surprises, with leaked details on the phone and other products including an updated Apple Watch proving largely accurate. But the iPhone X’s $999 price still raised eyebrows, and its 3 November ship date prompted questions about possible supply constraints ahead of the holiday season.

Investors and fans have viewed the iPhone X launch as an opportunity for Apple to refresh a smartphone lineup that had lagged the competition in new features. Last year the company’s revenue declined when many consumers rejected the iPhone 7 as being too similar to the iPhone 6.

The new Apple Watch for the first time will be able to make calls and access the internet without the customer carrying an iPhone—a major upgrade that one analyst predicted would more than double watch sales.

The iPhone X has wireless charging, an infrared camera and Face ID—hardware for facial recognition which replaces the fingerprint sensor for unlocking the phone. The home button is also gone, and users instead tap the device to wake it up.

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