Photo courtesy Apple

Apple has finally unveiled its iPhone X (pronounced "iPhone Ten").

With Tim Cook and the usual cast of characters on hand inside the Steve Jobs Theater of the company's new Cupertino, California headquarters, Apple confirmed the new, high-end device, will start at $999 and will be available for pre-order on Oct. 27, shipping on Nov. 3.

Among the big features are facial recognition (dubbed Face ID), an edge-to-edge screen like Samsung's latest devices, wireless charging and the loss of a home button (also, like Samsung's latest devices).

"Over the past decade, we've pushed forward with innovation after innovation, bringing us to this moment," said CEO Tim Cook during the announcement event. "When we can create devices that are far more intelligent, far more capable, and far more creative than ever before."

This year marks 10 years since the first iPhone went on sale. Apple also announced its iPhone 8 and iPhone 8 Plus, featuring an improved camera, animated poop and animals emoji and other updates. Prices for that lineup start at $699.

The iPhone X will be available in two tiers, a standard 64GB and an expanded version with 256GB of storage.



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