Following months of anticipation, Apple has finally unveiled its souped-up 'anniversary' phone, the iPhone X.
The $999 (£999 in the UK) iPhone X features an edge-to-edge display with richer colours, and facial recognition software called Face ID that allows users to unlock the phone without the need for a fingerprint reader or physical home button.
Apple has also revealed the new iPhone 8 and iPhone 8 Plus, alongside an upgrade to the Apple Watch and a higher-definition Apple TV.
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Apple has announced the iPhone X, pronounced 'iPhone 10', that comes with no home button. Users have to swipe up from the bottom to unlock or to go home from an app or to multitask. It also includes 'Face ID' that allows users to unlock the phone by looking at it
Tim Cook, CEO of Apple, took to the stage of the Steve Jobs Theater at Apple's new Apple Park 'spaceship' campus - widely considered to be the final product designed by Jobs, who died in 2011.
He began with a tribute to Steve Jobs: 'It was only fitting that Steve should open his theater,' he said.
'There's not a day we don't think of him, memories have come rushing back as we prepared for today. It's taken time, but we can now reflect with joy instead of sadness. We dedicate this theater because we loved him, and he loved days like this.'
'We're here today to talk about some incredible products.'
Tim Cook, CEO of Apple, took to the stage of the new Steve Jobs Theater at Apple's new Apple Park 'spaceship' campus - widely considered to be the final product designed by Jobs, who died in 2011
THE IPHONE X
- $999 (£999 in the UK) price for 64GB version, and $1,149 (£1,149 in the UK) for the 256GB version
- Pronounced the 'iPhone 10'
- Comes with 64GB and 256GB models
Pre-orders open October 27, ships November 3
- No home button - swipe up from the bottom to unlock or to go home from an app or to multitask
- 'Face ID' that allows users to unlock the phone by looking at it
- Qi and AirPower wireless charging that lets you charge multiple devices at once
- 'Screen tap' unlock
- Edge to edge display with glass on both sides of the device
- Super retina display using OLED technology - highest ever pixel density in an iPhone
- Dual 12 megapixel cameras and dual-optical image stabilisation
- Tuned for augmented reality capabilities
- Portrait lighting that uses machine learning to touch up photos
- A11 bionic chips with six cores, can be 70 per cent faster than the previous A10 chip
Having revealed several new devices throughout the presentation Tim Cook unveiled the much anticipated iPhone X (pronounced iPhone Ten).
Cook said: 'We're not stopping there, we have one more thing.
'Our teams have been hard at work for years on the future of the smartphone.
'Now, ten years later it is only fitting we are here, in this place on this day that will set the path for for technology for the next decade.'
A video then showed the iPhone X in action.
Phil Schiller, senior vice president of worldwide marketing at Apple explained: 'It is all screen, it is beautiful to look at, incredible to hold. There has never been anything like it.'
The phone features a glass front and back, with a band around the edge made from surgical grade stainless steel, as well as an edgeless display.
The iPhone will be dust and waterproof at a microscopic level.
iPhone X has an all new display, called the 'super retina display.'
On the diagonal, the display is 5.8 inch, with over two million pixels - the highest resolution and pixel density ever seen in an iPhone.
It also features an OLED display.
Schiller said: 'It's the point of this technology that matters - it's easier to use, and more intuitive.'
With the phone, users will be able to raise it to wake, or tap the screen to wake - because Apple has ditched the home button.
Now, to reach the home screen, users now swipe up from the bottom of the screen.
Schiller said: 'We also use the home button for Siri, but how do you do that now? You can now press the side button, which has been made larger, and speak to Siri.'
To unlock the phone, users can now use facial recognition, which Apple calls Face ID.
Schiller said: 'Nothing has ever been so simple. This is the future of how we'll unlock our phones.'
The Face ID system uses a number of technologies to ensure it recognises its user. This includes an infrared camera to see in the dark and an ambient light sensor
The iPhone X will be available in space grey and silver, and ships on November 3. Pictured is Phil Schiller on stage during the presentation
A new TrueDepth camera system includes an infrared camera, and other new technology.
The Face ID will learn your face, so every time you glance at the iPhone, it detects your face - even in the dark.
It works by projecting infrared dots out onto your face, which feeds information back into an AI computer, to create a model of the face and check it against the owner.
The iPhone X will come with a 'super retina display' that uses OLED technology giving it the highest ever pixel density in an iPhone
Schiller said: 'This happens in real time, and invisibly.'
The built in chip that controls Face ID is built with a neural engine, allowing it to execute 600 billion operations per second.
While you might think that Face ID could be tricked by a photo, Schiller reassured that this wasn't the case.
'Animojis' are a new type of emoji introduced by Apple at today's event. They react to your facial expression from within the messenger app allowing you to express a range of emotions
Another new feature in the iPhone X is animoji - 3D animated emoji that you can control with your face. The animoji work by tracking more than 50 facial movements and replicating these in your choice of dozens of animal emoji
He said: 'We worked to make sure it can't be fooled by photographs, and worked with Hollywood teams to make sure masks don't even work.'
Face ID will also work with Apple Pay, as well as third party apps.
Another new feature in the iPhone X is animoji - 3D animated emoji that you can control with your face.
HOW DOES WIRELESS CHARGING WORK?
Wireless charging as a concept has been around since Nikola Tesla, a Croatian inventor, first suggested in the 19th century that you could transfer power between two objects via an electromagnetic field.
The charging pad contains a loop of coiled wires around a bar magnet, known as an inductor.
When an electric current passes from the mains through the coiled wire, it creates an electromagnetic field around the magnet.
This can then be used to transfer a voltage – or charge – to the smartphone.
Apple's new charging system operates at 7.5 watts.
This means that it won't offer faster charging speeds than conventional chargers, which offer 15 watts as standard.
The animoji work by tracking more than 50 facial movements and replicating these in your choice of dozens of animal emoji.
Unfortunately, when Craig Federighi, Apple's senior vice president of Software Engineering, came on stage to demonstrate the Face ID, it didn't work on first attempt, and he was forced to revert to a backup phone.
But when he showed the animojis in action, he joked: 'If you were wondering what humanity would do when given access to the most advanced facial recognition technology, here it is,' before showing off a talking poop.
The iPhone X (left) will also come with AirPower wireless charging that lets you charge multiple devices at once, including the Apple Watch (centre) and AirPods (right)
The iPhone X has dual 12MP cameras, with dual optical image stabilisation and quad LED true tone flash.
The front camera is a breakthrough for selfies, and can take photos in Portrait Mode with Portrait Lighting.
Schiller said: 'People will be blown away by the selfies you can take with the iPhone X.'
The iPhone also features the same A11 bionic chip as iPhone 8, and will also have wireless charging built in.
Battery life will be two hours better than the iPhone 7.
Schiller said: 'We think we have an idea of how to make charging a better experience.'
Like the iPhone 8 and 8 Plus, the iPhone X will come with Qi wireless charging capabilities enabled, meaning it can be charged by placing it on a special pad
The iPhone X has dual 12MP cameras, with dual optical image stabilisation and quad LED true tone flash
He then revealed the new AirPower Charging mat, that can charge iPhone, Apple Watch and Airpods simultaneously.
AirPower will be available next year.
There will be a 64GB version and a 256GB version of the iPhone X available, with a starting price of $999 (£999 in the UK) and going up to $1,149 (£1,149 in the UK).
While it may seem a shock to many, experts say the $1,000 price point won’t be an issue.
Carolina Milanesi, an analyst with Creative Strategies, told Dailymail.com: ‘It’s a great product, and I think the price is entirely justified.
There will be a 64GB version and a 256GB version of the iPhone X available, with a starting price of $999 (£999 in the UK) and going up to $1,149 (£1,149 in the UK)
‘I think the $1,000 figure is a red herring - nobody will pay that, and if they do, they can afford it.’
Milanesi said the launch now meant Apple has an unrivalled range.
‘I really like the whole portfolio now - there’s such a range of options, nobody else has that
‘Whether I buy a 6 or the X, it’s still the iPhone and will be largely the same experience.’
The new device will be available in space grey and silver, and ships on November 3.
iPhone 8 and iPhone 8 Plus
Cook returned to the stage to talk about Apple's new iPhones.
He said: 'Apple has always believed technology infused with humanity can change the world. No other device in our lifetime has the impact the iPhone has.
Apple followed its TV box announcement by unveiling the new iPhone 8 and 8 Plus smartphones, upgrades on last year's iPhone 7 models
IPHONE 8 AND 8 PLUS
- Glass on both sides with an aluminium ring
- New dual 12 megapixel cameras with portrait lighting that uses machine learning
- 5.5 and 4.7inch retina HD displays
- Both available in 64GB and 256GB
- The iPhone 8 starts at $699 (£699 in the UK)
- The 8 Plus starts at $799 (£799 in the UK)
- Highest video quality capture ever in a smartphone
- Hardware and software designed for augmented reality
- Qi open wireless charging
- A11 microchip with four cores, can be 70 per cent faster than the previous A10 chip
'It's truly amazing how much the iPhone impacts the world every day. We want to create something so immersive the hardware disappears.
'Over the past decade we've pushed ford with innovation after innovation, bringing us to this moment. We have huge iPhone news for you today.'
Phil Schiller, senior vice president of worldwide marketing at Apple, came to the stage to reveal the new iPhone 8 and 8+.
Schiller said: 'iPhone 8 is a huge step forward for iPhone.
'These are a new generation of iPhone, and they improve on everything we love about iPhone.'
The smartphones have glass in both the front and back, and come in silver, space grey and gold.
It is made from aluminium, with steel-reinforced glass.
Schiller said: 'This glass is the most durable ever seen in a smartphone.'
The iPhone 8 has a 4.7 inch retina HD display, while the 8+ has a 5.5 inch retina HD display.
The phones feature an A11 bionic chip - the most powerful and smartest chip ever in a smartphone.
In terms of camera, the iPhone 8+ has dual 12MP sensor cameras, providing 83 per cent more light, with deeper pixels.
The iPhone 8 and 8 Plus have new 5.5 and 4.7inch retina HD screens with new stereo speakers that are 25 per cent louder than previous iPhones. It will also come with 3D Touch technology
A new Portrait Lighting mode can alter lighting in an image, using artificial intelligence to change lighting over the face.
Schiller said: 'These aren't filters, they are real time analysis of light on the subject's face.'
The smartphones will also feature new 40K 60 frames per second video mode, and a Slo-Mo option that runs at 240 frames a second.
The cameras are calibrated for augmented reality (AR).
For example, Schiller explained that the MLB app will be able to show player information if you hold up phone at a baseball game.
In a surprise move from Apple, the iPhone 8 and iPhone 8 Plus will come with wireless charging capabilities by placing it onto a charging pad
Both the iPhone 8 and 8+ will have wireless charging built in.
Schiller joked: 'I can't describe how much nicer it is not to have to plug in a cable!'
Wireless charging will work with hundreds of already available chargers, from Ikea to Ford, although Apple will also sell third party wireless chargers in stores.
The iPhone 8 and 8+ will each come in two versions - a 64GB, with a second at 256GB.
iPhone 8 will start at $699 (£699), and iPhone 8+ will start at $799 (£799).
They will both be available on September 22nd.
Tim Cook took to the stage again to speak about the Apple Watch.
He said: 'Apple Watch was designed to keep people motivated, since the launch of series 2, it has grown over 50 per cent year on year.
'Apple Watch is now the number one watch in the world, overtaking Rolex.'
The first product to be unveiled at today's launch event is the latest version of the Apple Watch. CEO Tim Cook said the Watch was designed to keep people motivated, and that since the launch of series 2, it has grown 'over 50 per cent year on year'
APPLE WATCH 3
- Has mobile data connectivity
- Connects to Apple Music
- Siri can give 'out-loud' alerts
- New dual-core processor delivering up to 70 per cent more performance
- Two versions: $399 (£399 in the UK) with cellular, $329 (£329) without
- 'All day' battery life up to 18 hours
- Orders begin september 15, available September 22
- Comes in a wide variety of colours including silver, space grey, ceramic grey and a new gold colour
- Only size change is a back crystal extended 2.5mm, as thin as two sheets of paper
- Faster Wi-Fi while being 50 per cent more power efficient for both Bluetooth and Wi-Fi
Jeff Williams, COO of Apple, then revealed the firm's updated Watch.
The software has been redesigned with new features for exercises and the ability to link to gym machines.
Williams said: 'We want to help use the heart rate sensor to help more people.'
The watch can now measure resting heart rate, and recovery heart rate, and will also alert users if their heart rate becomes elevated.
Watch OS4 will be available on September 19th.
Apple has also revealed the series 3 Apple Watch with cellular capabilities built in.
Williams said: 'Now you can go anywhere with just your Apple Watch.
'You can leave your phone at home, and be reached if needed. The number will be the same as your iPhone.
'You will be able to stream 40 million songs from Apple Music using the connection.'
The Series 3 watch has new dual core processor, and comes built-in with Apple's smart assistant, Siri.
The display itself becomes the antenna, and the sim card is integrated into the electronics.
Williams added: 'Its really magical to make a call on a device this small.'
The watch can now measure resting heart rate, and recovery heart rate, and will also alert users if their heart rate becomes elevated
Apple has also revealed the series 3 Apple Watch with cellular capabilities built in. The Series 3 watch has new dual core processor, and comes built-in with Apple's smart assistant, Siri
KEY FEATURES OF APPLE'S 'SPACESHIP CAMPUS'
The launch was held at the Steve Jobs Theatre at Apple's new 'spaceship' campus in Cupertino. The campus is located around one mile east of its current headquarters
Appearing as a giant saucer, the Silicon Valley site near the 280 Highway will be home to 13,000 Apple employees.
It features jogging and cycling trails, with more than a thousand bikes kept on site at all times, which staff can use to make their way around.
The Spaceship has 360-degree curved glass fronted walls and central courtyard as well as a 1,000-seater auditorium, a gym and 300,000 square feet of 'research' space.
Apple Campus 2 also has underground parking hidden from view, meaning 80 per cent of the site can be covered in trees. The site was previously owned by Hewlett Packard and the majority of the area is currently covered in asphalt.
Elsewhere underground, the auditorium will be where Apple's CEO Tim Cook will present the company's keynotes ahead of product launches.
This auditorium is covered with a circular glass pavilion that will also be an access point for employees and guests.
Natural gas, primarily, provides the building's power and the local energy grid will only be accessed in emergencies.
Appearing as a giant saucer, the Silicon Valley site near the 280 Highway will be home to 13,000 Apple employees. It features jogging and cycling trails, with more than a thousand bikes kept on site at all times, which staff can use to make their way around
The Spaceship has 360-degree curved glass fronted walls and central courtyard as well as a 1,000-seater auditorium, a gym and 300,000 square feet of 'research' space
Apple Campus 2 also has underground parking hidden from view, meaning 80 per cent of the site can be covered in trees. The site was previously owned by Hewlett Packard and the majority of the area is currently covered in asphalt
The glass structure is also fitted with solar panels.
The circular, four-storey building is around a mile in circumference and a third of a mile wide and was recently described by the San Fransisco Weekly as a 'massive glass doughnut'.
The building stays eco-friendly with natural ventilation that works instead of air-conditioning for 70 per cent of the year, low energy LED lighting where natural light doesn't reach, and on-site recycling.
Williams demonstrated making a call on stage to someone paddleboarding, and the call could be heard clearly.
He joked: 'It's just darn close to magic.'
The Series 3 will be available in gold, silver, space grey and ceramic grey.
There will be two versions available - one without cellular capabilities, that will cost $329 (£329 in the UK), and one with, that will be $399 (£399 in the UK).
The Series 3 will be available in gold, silver, space grey and ceramic grey. There will be two versions available - one without cellular capabilities, that will cost $329 (£329 in the UK), and one with, that will be $399 (£399 in the UK)
Apple TV has also been given an update.
Tim Cook took to the stage once again, and said: 'Apple TV has changed the way we watch TV.
Apple announced a new Apple TV device at today's event. The upgrade starts with two big advancements in picture technology, the first is 4K capability, the second is HDR capability. While 4K increases the number of pixels, HDR improves the quality of pixel
NEW APPLE TV
- Starts at $179 (£179 in the UK)
- Orders open 17 September and will ship a week later
- 4K capability
- HDR capability
- Supports HDR 10 and Dolby Vision HDR
- Same computer chip as the iPad pro making the Apple TV twice as fast as current models
- Graphics more than four times faster than current models
- Runs the latest version of TVOS
- Big new film releases thanks to joint sponsorships with film studios
- Sports tab in the TV app with live streamed games
'There have been some key development that changed TV, from colour to HD. Now, we're at the next major inflection point. I'm so excited to introduce Apple TV 4K.'
Apple is also adding HDR capabilities to Apple TV.
Eddy Cue, senior vice president of Internet Software and Services explained: '4K is about the number of pixels, HDR is about better pixels.'
The Apple TV will contain an A10x chip - the same as is in the iPad Pro.
The firm will be working with large studios to bring 4K movies to iTunes - all which will be available at the same prices as HD rental.
Apple has also been working with Netflix and Amazon to bring their content to Apple TV in 4K and HDR.
The Apple TV app is also coming to the UK and seven other countries.
Cue added: 'Later this year, Apple TV will do even more.'
Apple TV will support Live TV, and will even send users notifications when a game is starting.
The 4K Apple TV will cost $179-$199 (£179-£199), and will ship from September 22nd.
The new Apple TV top-set box is set up with 4K and HDR capabilities (right hand screen) giving a high quality picture. Thanks to new deals with film studios and sports broadcasters, the new Apple TV will offer live streamed sporting events and a host of HD films on the TV app store
Ahead of the launch, Tim Cook tweeted this image of the 'spaceship campus', alongside the caption: 'It's a big day at Apple! We are honored and thrilled to host our first keynote at the Steve Jobs Theater this morning'
iOS 11: KEY FEATURES
The control centre design has been given an upgrade, and can now be seen on single page, with greater depth on a 3D slider
Control Centre redesign
The control centre design has been given an upgrade, and can now be seen on a single page, with greater depth on a 3D slider.
Users can use 3D Touch to access more controls.
The lock screen and notification centre have also been combined, so users can swipe between them, with widgets on the left, and camera on the right.
Apple has added a new 'Files' app to iPhone in the iOS 11 update.
The app allows users to access all their documents in one place, including those stored on the iCloud drive, or with third party storage providers, such as Dropbox.
Do Not Disturb While Driving can detect if the car is moving, and withhold any notifications that could distract you
Map updates, including a 'do not disturb while driving mode'
Apple Maps now includes floor plans of shopping malls and airports, so users can plan their expedition.
The navigation tool also shows lane guidance, and the upper speed limit while you are on the road.
Apple has also launched a 'Do Not Disturb While Driving' feature that will automatically prevent notifications from popping up when it senses that you are in the car.
The feature can detect when your phone is connected to a car using Bluetooth or a cable, or if the car is moving, and withhold any notifications that could distract you, including text messages, WhatsApp messages and news updates.
The iPhone screen also locks to prevent drivers from accessing their apps while driving.
The feature is optional for passengers in the car, who can choose to disable it if they would like.
3D Animated emoji
iOS 11 comes with 3D animated emoji, called 'Animoji.'
The animated emoji use facial tracking as well as your voice to create expressive animated messages.
iOS 11 comes with 3D animated emoji, called 'Animoji.' The animated emoji use facial tracking as well as your voice to create expressive animated messages
The days of having to look for your Wi-Fi password to give a friend are now a thing of the past in iOS 11.
Apple has introduced a new shared Wi-Fi feature that lets users send their router's password to another person's handset.
Devices need to be near each other and unlocked to connect.
As for Live Photos, in iOS 11, you can trim them, as well as mark any part of the video as your key photo
Apple has added High Efficiency Video Coding (HEVC video), offering more efficient compression.
Image quality has also been improved with better low light performance, optical image stabilisation, true tone flash and HDR.
Video recording also now comes in Full HD and 4K.
As for Live Photos, in iOS 11, you can trim them, as well as mark any part of the video as your key photo.
With Live Photos users can also loop them, or view on long exposure.
'Portrait Lighting' mode has also been upgraded, enhancing the camera's Portrait Mode which simulates depth.
Messages app updates
The Messages app has also been given an update, with a redesign to the app's draw, allowing easier access to stickers, GIFs and more.
iMessages in iCloud now automatically synchronise across devices, but remain end-to-end encrypted.
The Apple Pay app is also now available as an app within the draw in Messages.
Apple has made Apple Music smarter, and the app will now learn your tastes, so you can ask Siri to play something you'd like
Updates to Apple Music
Users can now find out what their friends are listening to from within the Music app.
But if you're not so keen on people being able to see what you're listening to then there's good news, as you can choose whether your profile is public or private.
Apple has also made Apple Music smarter, and the app will now learn your tastes, so you can ask Siri to play something you'd like.
Siri has been given a new American voice that is more expressive, in both the male and female form, with a new visual interface.
The smart assistant can quickly translate English into Chinese, French, German, Italian and Spanish, with more language options coming soon.
What Siri learns on one device is also now synced across all devices in iOS 11, but this is still private thanks to end-to-end encryption.
App Store redesign
Apple has completely redesigned the App Store in iOS 11.
A new tab, called 'Today' now shows apps and stories about developers on a daily basis, while a 'Games' tab shows everything that is happening with games, and in-app purchases, such as new levels or upgrades.
Apps also has its own tab, with dedicated features and charts for each app.
Apple has completely redesigned the App Store in iOS 11. A new tab, called 'Today' now shows apps and stories about developers on a daily basis, while a 'Games' tab shows everything that is happening with games, and in-app purchases, such as new levels or upgrades. Apps also has its own tab, with dedicated features and charts for each app
ARKit has been introduced as part of iOS 11, letting users have augmented reality capabilities in apps such as Pokemon Go.
The augmented reality technology uses the phone's sensors to detect things like depth of field, ambient light and motion sensors in order to naturally place digital objects in a real-world scene.
ARKit has been introduced as part of iOS 11, letting users have augmented reality capabilities in apps, such as Pokemon Go. The augmented reality technology uses the phone's sensors to detect things like depth of field, ambient light and motion sensors in order to naturally place digital objects in a real-world scene
iOS 11 has 16 new wallpapers - three exclusive to the new iPhone.
Wallpapers include several renditions of the retro Apple six color logo, as well as six flower wallpapers, and three space wallpapers.