CUPERTINO, United States: Apple laid claim to the future of the smart phone Tuesday (Wednesday in Manila) with a 10th anniversary iPhone X.
Touting the device as the next generation of mobile computing.
The iPhone X was one of three new iPhone X 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 smart phone market seeing slowing growth and tougher competition.
Apple chief executive Tim Cook, speaking at the inaugurative 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 X 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 X.”
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.
“I think it will have very strong appeal to the Apple core and the high-end market,” Reticle Research analyst Ross Rubin said of iPhone X.
Rubin believed that payment installment plans and price subsidies or promotions offered by carriers would mean the iPhone X “won’t be a big stretch” for people in the market for premium smart phones.
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. The also had memory space boosted in a nod to modern day demand for storing rich data like video.
The unveiling comes with Apple seeking to recapture the magic of the first iPhone X release in 2007 as it struggles to maintain market share.
Analyst Patrick Moorhead of Moor Insights & Strategies called the new flagship iPhone X “an engineering marvel, especially when compared to the iPhone 7 and iPhone 8.”
Moorhead said the handset “is not just a late copy of the competition. Apple did it their way by perfecting the experience. “
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