Tech giant Apple (NASDAQ:AAPL) certainly put on a show down in Cupertino, California, as it unveiled a range of its latest gadgets, including the hotly anticipated iPhone X.
The phone is one that the firm has been dreaming of for years, said Apple's Craig Federighi in his brief demo. It is something 'epic' he suggested.
Face recognition software..
One key feature is the phone's face recognition capability, meaning users can unlock the handset in this way.
The device is made from all-glass and has an edge-to-edge display and no home button.
What's called the FaceID is used to unlock the device, and can authenticate Apple Pay and create customisable animated emoji, called animoji, which were demonstrated in the new Steve Jobs Theater, which was packed.
Wireless charging...
The flagship handset can also be charged wirelessly with it being placed on an inductive surface.
Apple says it will help expand to public spaces such as airports and cafes.
IPhonex is pronounced IPhone 10.
In addition to hotly anticipated new smart phones, Apple announced a third generation of its Apple Watch, which can act as a cell phone and a 4K Apple TV.
Apple shares eased 0.35% in afternoon trade - at $161.17 each.
Ten years after the launch of the first iPhone, Apple reveals the iPhone X https://t.co/0Qez8N0XB7 pic.twitter.com/g1gXN7Bodg
— CNN Breaking News (@cnnbrk) 12 September 2017