Apple unveiled iPhone X, its first premium-tier phone, at an event in Cupertino, Calif., on Tuesday. Here’s what else the company had to say.
• The phone has a newer screen technology known as OLED, a type of display that can be made thinner, lighter and brighter with better color accuracy and contrast than its predecessor, LCD.
• iPhone X is priced at $999, the most expensive ever for a new iPhone model. It will ship on Nov. 3. (Pro tip: The X is pronounced 10, and not “ex.”)
• The screen on the X has a so-called edge-to-edge display that takes up the entire face by eliminating the borders around the screen. Apple also eliminated the physical home button that has been a signature feature of the iPhone for a decade.
• iPhone 8 is also here, as well as its bigger sibling, the iPhone 8 Plus. The models include a glass body and a faster chip.
• Apple TV, the company’s set-top box that has never been a blockbuster hit, got an upgrade. The device will now be able to stream so-called 4K resolution, which refers to screens with two times the vertical resolution and twice the horizontal resolution of older high-definition TVs.
• Apple took the wraps off a new Apple Watch. Called Apple Watch Series 3, it has cellular capabilities. There’s also a new Watch OS.
iPhone X Pushes Apple Into New Territory on Price
With the $999 iPhone X, Apple moved to a new premium level of pricing. The smartphone will cost $300 more than the iPhone 8 and $200 more than the iPhone 8 Plus.
While that will be too expensive for many people, the company said it saw the iPhone X defining a new era for the smartphone, much like the original iPhone did 10 years ago. Timothy D. Cook, Apple’s chief executive, said the device would “set the path for the next decade.” That’s because Apple will likely build on some of the iPhone X’s most notable features, including infrared facial recognition, wireless battery charging and sophisticated camera effects.
Consumer reaction to the new phone will have a big impact on the company’s revenue and stock price. Right now, analysts are betting on a slow uptake of the top-end phone, both because of production delays and the high price. But if it turns out to be an unexpected hit, like the iPhone 6 Plus and 7 Plus, the company’s sales — and stock price — could surge.
Wall Street wasn’t immediately dazzled by Apple’s presentation, however, with the stock price down more than 1 percent by the end of the event.