Apple unveils iPhone X

Apple Watch 3 official with LTE support dual-core chip

Apple Watch 3 official with LTE support dual-core chip

"We think the new form factor and net new features/capabilities (wireless charging, AR enablement, 3-D sensing) added to the flagship device will drive accelerated device upgrades within AAPL's install base combined with increased switching activity".

As expected, pre-orders for the recently unveiled iPhone 8 and iPhone 8 Plus will begin at 12:01 a.m. PDT on Friday, Sept. 15.

The most anticipated consumer technology product event in years lived up to the hype, at least according to Wall Street.

One fact Apple didn't share with the crowd is that the iPhone 8 Plus will be Apple's heaviest iPhone yet at a hefty 202 grams, or 7.1 ounces. The extinction of carrier smartphone subsidies will likely make the $999 price tag too much to swallow. For the most part, we couldn't tell the difference between these and the one in the iPhone 7 we brought with us-granted, the viewing environment was neither dynamic nor ideal.

Apple has also made the device water and dust resistant, included the highest-pixel density ever seen on an iPhone and also introduced facial-recognition technology. Despite this monumental achievement, the focus remained squarely on the tenth anniversary iPhone - now known as iPhone X. Perhaps, the most hyped smartphone ever, the fever pitch surrounding the "iPhone X" is intensifying every day. The previous heavyweight champ that comes to mind is the brand new and large Samsung Galaxy Note 8, which comes in at 195 grams.

The iPhone 8 and iPhone 8 Plus will be offered in a rich color palette including Gold, Silver, Space Gray.

The phone packs a bundle of sensors and cameras at the top of the phone. It is powered by 1.9GHz octa-core Samsung Exynos 8895 processor and comes with 4GB of RAM. The phone packs 64GB of internal storage that can be expanded up to 256GB via a microSD card.

The facial-scanning software can also be used to animate emojis and send them as messages, a feature Apple is calling Animoji.

It's already impressive that Apple has avoided steep revenue drop-offs everywhere except China, where the trend has been negative for quite some time. There's really no good reason for anyone to indulge the company's fat profit margins in the absence of operator subsidies.

Chief executive officer Tim Cook has done a stellar job of maintaining the brand's cachet and expanding the model range to appeal to a range of incomes.

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