Apple CEO Tim Cook announces the new iPhone X at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
People arrive for a new product announcement at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
With a photo of former Apple co-founder and CEO Steve Jobs projected in the background, Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Phil Schiller, Apple's senior vice president of worldwide marketing, shows the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook, announces the new iPhone X at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Phil Schiller, Apple's senior vice president of worldwide marketing, shows the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Phil Schiller, Apple's senior vice president of worldwide marketing, shows the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Jeff Williams, Apple's chief operating officer, shows new Apple Watch products at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook, shows new Apple Watch Series 3 product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Eddy Cue, Apple's senior vice president of internet software, shows the new Apple TV product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook discusses the new iPhone 8 at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook, discusses the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Jeff Williams, Apple's chief operating officer, shows new Apple Watch products at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook shows new products at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Angela Ahrendts, Apple's Senior Vice President of Retail, discusses updates at Apple Stores before a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
Marcio Jose Sanchez, The Associated Press
Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif.
CUPERTINO, Calif. — “One more thing.” With that phrase, Apple paid homage to its late co-founder Steve Jobs for the 10-year anniversary of the iPhone on Tuesday when it unveiled its latest — and, at $999, its most expensive — new version of the device, the iPhone X.
CEO Tim Cook called it “the biggest leap forward” since the first iPhone. (“X” is pronounced like the number 10, not the letter X.) It loses the home button, which revolutionized smartphones when it launched; offers an edge-to-edge screen; and will use facial recognition to unlock the phone.
Apple also unveiled a new iPhone 8 and a larger 8 Plus with upgrades to cameras, displays and speakers.
Those phones, Apple said, will shoot pictures with better colors and less distortion, particularly in low-light settings. The display will adapt to ambient lighting, similar to a feature in some iPad Pro models. Speakers will be louder and offer deeper bass.
Both iPhone 8 versions will allow wireless charging, a feature thought to be limited to the anniversary phone. Many Android phones, including Samsung’s, already have this.
STEVE JOBS HOMAGE
This is the first product event for Apple at its new spaceship-like headquarters in Cupertino, California. Before getting to the new iPhone, the company unveiled a new Apple Watch model with cellular service and an updated version of its Apple TV streaming device.
The event opened in a darkened auditorium, with only the audience’s phones gleaming like stars, along with a message that said “Welcome to Steve Jobs Theater.” A voiceover from Jobs, Apple’s co-founder who died in 2011, opened the event before CEO Tim Cook took stage.
“Not a day that goes by that we don’t think about him,” Cook said. “Memories especially come rushing back as we prepared for today and this event. It’s taken some time but we can now reflect on him with joy instead of sadness.”
The iPhone X costs twice what the original iPhone did. It sets a new price threshold for any smartphone intended to appeal to a mass market.
Patrik Stollarz, Getty Images
A customer looks at the iPhone in front of an advertising display in the T-Mobile shop Nov. 9, 2007 in Cologne, Germany.
Gareth Cattermole, Getty Images
A man uses an Apple iPhone outside the Apple store on Regent Street on device's UK launch day, Nov. 9, 2007 in London, England. The November 9 UK launch comes four months after the 8-gigabyte model was introduced in the U.S.
Mario Tama, Getty Images
The new Apple iPhone 3G is on display at the Apple Store, Fifth Avenue, in midtown Manhattan July 11, 2008 in New York City.
Sean Gallup, Getty Images
The photographer holds an iPhone 3G at a shop of German telecommunications provider Deutsche Telekom on February 23, 2010 in Berlin, Germany.
Jack Guez, AFP/Getty Images
Israeli people wait to purchase the new iPhone 3Gs at an Apple store on Dec. 9, 2009 in Tel Aviv, Israel. Hundreds of people lined up at the Apple Store in Tel Aviv to be the first to purchase Apple's new iPhone 3Gs which is faster than the previous iPhone 3G and has several new features.
David Paul Morris, Getty Images
A new white iPhone 4 waits to be activated at the Apple store April 28, 2011 in Palo Alto, California. The long awaited white iPhone was first announced in June of 2010.
David Paul Morris, Getty Images
Lynda Malavanya (L) talks with Apple employee Justine Sidella before purchasing a new white iPhone 4 at the Apple store April 28, 2011 in Palo Alto, Calif.
Kim Jae-Hwan, AFP/Getty Images
A customer looks at an Apple iPhone 4S in Seoul on Nov. 11, 2011.
Kim Jae-Hwan, AFP/Getty Images
A customer looks at an Apple iPhone 4S in Seoul on Nov. 11, 2011.
Mandy Cheng, AFP/Getty Images
Two models display the Apple iPhone 5 during the product's release at a store in Taipei on Dec. 14, 2012.
Peter Macdiarmid, Getty Images
A shopper walks past a giant advertisment for the Apple iPhone 5 near Oxford Street on Dec. 17, 2012 in London, England.
Justin Sullivan, Getty Images
The new Apple iPhone 5S is displayed at an Apple Store on Sept. 20, 2013 in Palo Alto, California. Apple launched two new models of iPhone: the iPhone 5S, which is preceded by the iPhone 5, and a cheaper, paired down version, the iPhone 5C. The phones come with a new operating system.
Justin Sullivan, Getty Images
The new Apple iPhone 5C is displayed at an Apple Store on Sept. 20, 2013 in Palo Alto, California. Apple launched two new models of iPhone: the iPhone 5S, which is preceded by the iPhone 5, and a cheaper, paired down version, the iPhone 5C. The phones come with a new operating system.
Philippe Merle, AFP Photo
A customer uses an iPhone 6 smartphone to take a photo of a model of the Apple Watch during the device presentation at the Apple Store in Lyon, central-eastern France, on April 10, 2015.
Johannes Eisele, AFP Photo
Girls check out the iPhone 6 in an Apple store in Shanghai on Oct. 17, 2014.
Cole Bennetts, Getty Images
Levi, 10, shows of the new iPhone 6s Plus in rose gold as crowds wait in anticipation for the release of the iPhone 6s and 6s Plus at Apple Store on Sept. 25, 2015 in Sydney, Australia.
William West, AFP/Getty Images
The new Apple iPhone 6s Plus is displayed as it goes on sale in Sydney on Sept. 25, 2015. Apple launched the new iPhone 6s and iPhone 6s Plus on September 25 featuring 3D touch screen technology.
Stephen Lam, Getty Images
Apple CEO Tim Cook speaks speaks about the new iPhone 6s and 6s Plus during a Special Event at Bill Graham Civic Auditorium Sept. 9, 2015 in San Francisco, California. Apple Inc. unveiled latest iterations of its smart phone, forecasted to be the 6S and 6S Plus and announced an update to its Apple TV set-top box.
Justin Sullivan, Getty Images
Apple CEO Tim Cook speaks during an Apple special event at the Flint Center for the Performing Arts on Sept. 9, 2014 in Cupertino, California. Apple unveiled the Apple Watch wearable tech and two new iPhones, the iPhone 6 and iPhone 6 Plus.
Justin Sullivan, Getty Images
An attendee looks at the new iPhone SE during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple CEO TIm Cook announced the iPhone SE and a 9.7" version of the iPad Pro.
Justin Sullivan, Getty Images
The new iPhone SE is displayed during an Apple special event at the Apple headquarters on March 21, 2016 in Cupertino, California. Apple announced the iPhone SE and a 9.7" version of the iPad Pro.
Spencer Platt, Getty Images
The new iPhone 7 is displayed on a table at an Apple store in Manhattan on Sept. 16, 2016 in New York City. People around the globe waited in long lines to be among the first to purchase both the iPhone 7 and the iPhone 7 Plus. The phones offer longer battery life, faster browsing, a better camera and do not have a traditional headphone jack.
Kazuhiro Nogi, AFP/Getty Images
Apple's new iPhone 7 (L) and 7 Plus (R) are displayed at the company's flagship store in Tokyo on Sept. 16, 2016.
With new iPhones hitting the markets on September 16, Apple is seeking to regain momentum and set new trends for the smartphone industry and tech sector.
Apple’s latest Watch has built-in cellular service. The number on your phone will be the same as your iPhone. The Series 3 model will also have Apple Music available through cellular service.
“Now, you can go for a run with just your watch,” said Jeff Williams, Apple’s chief operating officer and in charge of Watch development.
Apple is also adding more fitness features to the Watch, and says it is now the most used heartrate monitor in the world. Now, Apple Watch will notify users when it detects an elevated heart rate when they don’t appear to be active. It’ll also detect abnormal heart rhythms.
The Series 3 will start at $399. One without cellular goes for $329, down from $369 for the comparable model now. The original Series 1, without GPS, sells for $249, down from $269. The new watch comes out Sept. 22.
APPLE TV GETS UPGRADE
A new version of the Apple TV streaming device will be able to show video with sharper “4K” resolution and a color-improvement technology called high-dynamic range, or HDR.
Many rival devices already offer these features. But there’s not a lot of video in 4K and HDR yet, nor are there many TVs that can display it. Apple TV doesn’t have its own display and needs to be connected to a TV.
Apple said it’s been working with movie studios to bring titles with 4K and HDR to its iTunes store. They will be sold at the same prices as high-definition video, which tends to be a few dollars more than standard-definition versions. Apple said it’s working with Netflix and Amazon Prime to bring their 4K originals to Apple TV, too.
The new Apple TV device will cost $179 and ships on Sept. 22. A version without 4K will cost less.