Apple laid claim to the future of the smartphone Tuesday with a 10th anniversary iPhone X, featuring facial recognition unlocking and other refinements, touting the device as the next generation of mobile computing.
The iPhone X was one of three new iPhone models unveiled at the first event at Apple’s new “spaceship” campus, as the California tech giant sought to spark fresh momentum in a global smartphone market seeing slowing growth and tougher competition.
Apple chief executive Tim Cook, speaking at the first event at the new campus theater named for late Apple co-founder Steve Jobs, said the newest 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.”
The iPhone X has an edge-to-edge 5.8-inch (14.7-centimeter) “super retina” display that has improved resolution, and uses facial recognition to unlock the device.
Apple upped the ante by boosting the starting price of the new handset to $999 for US customers. It will be available starting November 3 in more than 50 markets.
Apple also unveiled a new iPhone 8 and iPhone 8 Plus, which offer more modest improvements over their predecessors and will sell later this month at starting prices of $699 and $799, respectively.
All three new handsets will be capable of wireless charging and are adapted for augmented reality with more powerful processors and cameras.