47395
47486

Business  

Apple unveils $999 iPhone

"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 colours 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.

COMMENTS WELCOME

Comments are pre-moderated to ensure they meet our guidelines. Approval times will vary. Keep it civil, and stay on topic. If you see an inappropriate comment, please use the ‘flag’ feature. Comments are the opinions of the comment writer, not of Castanet. Comments remain open for one day after a story is published and are closed on weekends. Visit Castanet’s Forums to start or join a discussion about this story.



More Business News

45320
Recent Trending
46822
48013
Castanet Proud Member of RTNDA Canada
48422
Press Room
48390