Apple Unveils IPhone X With New Display as Rivals Grow

Updated on
  • Device starts at $999 and is available on Nov. 3, company says
  • 10th anniversary device is first major redesign since 2014

Apple Unveils iPhone X at Product Event

Apple Inc. unveiled its most important new iPhone for years to take on growing competition from Samsung Electronics Co., Google and a host of Chinese smartphone makers.

Chief Executive Officer Tim Cook showed off the iPhone X with an edge-to-edge screen during an event at the company’s new $5 billion headquarters in Cupertino, California, on Tuesday. Cook pronounced the name "ten," but it’s written as "X." The device, coming a decade after the original model, is Apple’s first major redesign since 2014 and represents a significant upgrade to the iPhone 7 line.

iPhone X

Photographer: David Paul Morris/Bloomberg

The device starts at $999 and comes in 64 GB and 256 GB storage versions. Pre-orders start on Oct. 27 and the phone will be available beginning Nov. 3, the company said. Apple shares fell 0.8 percent to $160.18 after the announcement.

Phil Schiller speaks about the iPhone X camera.

Photographer: David Paul Morris/Bloomberg

Apple shares have gained about 40 percent this year on expectations the new phone will reignite sales growth after a rare revenue decline last year. The iPhone accounts for almost two-thirds of total sales, and it’s a hub for most of Apple’s other products and services.

iPhone X wireless charging

Photographer: David Paul Morris/Bloomberg

The iPhone X’s almost $1,000 price is potentially a psychological threshold for consumers that Apple will try to overcome with augmented reality features and other new technology.

"With expected innovations around AR, wireless charging, viewable screen size, OLED, and more, the next iPhone is clearly poised for its largest upgrade cycle yet," Ben Schachter, an analyst at Macquarie Securities USA Inc., wrote in a note to investors ahead of the event.

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— With assistance by Ian King

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