Monday June 25th, 2018 12:27AM

Apple unveils $999 iPhone X, loses 'home' button

By The Associated Press
Related Articles
  Contact Editor

CUPERTINO, Calif. (AP) — Apple has broken the $1,000 barrier with its latest, and most expensive, phone, the iPhone X.

With a price starting at $999 and a host of new features, the phone will be a big test for both Apple and consumers. Will people be willing to shell out really big bucks for a relatively fragile device that's become an essential part of daily life?

On Tuesday, CEO Tim Cook called the iPhone X "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 already offered in many Android phones, including Samsung models. Some Android phones have also previously eliminated the home button and added edge-to-edge screens.

Apple shares were mostly flat after the announcement, down 64 cents to $160.86.


This was 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.


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. It won't need a new plan, but will require a data add-on to your existing plan.

"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.


A new version of the Apple TV streaming device will be able to show video at "4K" resolution — a step up from high definition — and a color-improvement technology called high-dynamic range, or HDR.

Many rival devices already offer these features. But there isn't 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.

  • Associated Categories: U.S. News, Associated Press (AP), AP National News, Top U.S. News short headlines, Top General short headlines, AP Business, AP Business - Corporate News, AP Technology News
© Copyright 2018
All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission.
Investigators release findings on Tesla Autopilot crash
The first known fatal crash of a highway vehicle operating with an automated control system was the result of a driver misusing the technology.
2:58PM ( 6 minutes ago )
Apple unveils $999 iPhone X, loses 'home' button
Apple unveils $999 iPhone X, loses 'home' button
2:55PM ( 9 minutes ago )
The Latest: iPhone X has $999 price tag and richer display
Apple is releasing a super-premium iPhone with a super-premium price tag, starting at $999
2:54PM ( 10 minutes ago )
Associated Press (AP)
FEMA estimates one-fourth of Keys homes could be destroyed
Search-and-rescue teams are scouring the Florida Keys' farthest reaches, while crews are working to repair the single washed-out highway connecting the islands and rush aid to Hurricane Irma's victims
2:29PM ( 35 minutes ago )
Amtrak wreck survivor: A 'big bang,' then unconsciousness
A passenger who survived a deadly Amtrak crash in Philadelphia more than two years ago says she heard a "big bang," then blacked out and woke up in the woods
2:03PM ( 1 hour ago )
Apple kicks off event; $1,000 iPhone is expected
Apple kicks off event; $1,000 iPhone is expected
2:02PM ( 1 hour ago )
AP National News
UK engineers launch 'sewer war' against giant fat blob
British engineers say they have launched a 'sewer war' against a giant fat blob clogging London's sewers
12:40PM ( 2 hours ago )
After Irma, Florida's evacuees contemplate return trip
As the remnants of Hurricane Irma move inland, Florida evacuees contemplate an uncertain return
12:33PM ( 2 hours ago )
UK approves Stonehenge tunnel, diverted to ease druid dismay
British authorities have approved a contentious road tunnel under Stonehenge, but altered its route so it doesn't impede views of the sun during the winter solstice
12:30PM ( 2 hours ago )
Top General short headlines
Smithfield moving sponsorship from Petty to Stewart-Haas
Smithfield Foods will leave Richard Petty Motorsports at the end of the season to become a primary sponsor next year at Stewart-Haas Racing
2:32PM ( 33 minutes ago )
The Latest: iPhone 8 with camera, display, speaker upgrades
Apple is refreshing its lineup of iPhones with camera, display and speaker improvements
2:24PM ( 41 minutes ago )
The Latest: Apple unveils streaming device for sharper video
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. Many rival devices already offer these features
2:06PM ( 59 minutes ago )
AP Business
Mnuchin says he's still hopeful for tax bill by year's end
Mnuchin says he hopes Congress can still pass major tax overhaul before end of this year
12:26PM ( 2 hours ago )
In blow to Murdoch, UK refers Fox bid for Sky to regulator
The British government says it is referring Twenty-First Century Fox Inc.'s bid for satellite broadcaster Sky to the country's competition regulator, in a blow to Rupert Murdoch's takeover plans
12:24PM ( 2 hours ago )
Electric cars dominate the buzz at Frankfurt auto show
Carmakers at the Frankfurt auto show are unveiling the low-emissions vehicles and technology strategies they hope will let them profit from the sweeping changes expected to hit the auto industry in the next few years
10:37AM ( 4 hours ago )
AP Business - Corporate News
Investigators release findings on Tesla Autopilot crash
The first known fatal crash of a highway vehicle operating with an automated control system was the result of a driver misusing the technology.
2:58PM ( 7 minutes ago )
NASA's Saturn-orbiting Cassini spacecraft faces fiery finish
After a 20-year voyage, NASA's Cassini spacecraft is poised to dive into Saturn this week
2:52PM ( 13 minutes ago )
Trump praises Malaysia prime minister, no mention of scandal
President Donald Trump is meeting with Malaysian Prime Minister Najib Razak at the White House
2:51PM ( 14 minutes ago )
Apple unveils iPhone X, loses 'home' button
Apple unveils iPhone X, loses 'home' button
2:42PM ( 23 minutes ago )
Defense: Girl accused of stabbing classmate was delusional
An attorney for a Wisconsin girl who told investigators she helped stab a classmate says she was convinced the crime would protect her and her family from a horror character called Slender Man
2:42PM ( 24 minutes ago )