Tim Cook showed off the iPhone X with an edge-to-edge screen during an event
Apple Inc unveiled its most important new iPhone for years to take on growing competition from Samsung Electronics, Google and a host of Chinese smartphone makers.
Chief Executive Officer Tim Cook showed off the iPhone X with an edge-to-edge screen during an event at the company’s new $5-billion headquarters in Cupertino, California, on Tuesday. Cook pronounced the name "ten," but it’s written as "X". The device, coming a decade after the original model, is Apple’s first major redesign since 2014 and represents a significant upgrade to the iPhone 7 line.
Apple shares have gained about 40 per cent this year on expectations the new phone will reignite sales growth after a rare revenue decline last year. The iPhone accounts for almost two-thirds of total sales, and it’s a hub for most of Apple’s other products and services.
The iPhone X, which will come with storage of 64GB and 256GB will start at $999, a pricey psychological threshold for consumers that Apple will try to overcome with augmented reality features and other new technology.“With expected innovations around AR, wireless charging, viewable screen size, OLED, and more, the next iPhone is clearly poised for its largest upgrade cycle yet,” Ben Schachter, an analyst at Macquarie Securities USA Inc., wrote in a note to investors ahead of the event.
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New Apple TV
Apple also upgraded its Apple TV set-top box to handle higher-quality video as competition from Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more, Roku, and Google heats up in the living room. The new Apple model can stream 4K video, which is much higher resolution than standard 1080p video, from the iTunes movie catalogue and other apps such as Netflix and Amazon’s video service, Apple said during the event. The box will also support HDR video, which shows a more accurate representation of colours. It starts at $179, versus $149 for the current model. The new box will be available for order on September 15, Apple said.
The updated box, called the Apple TV 4K, has a new processor that’s twice as fast as the existing box and four times faster for graphics. Apple also previewed deeper integration of live television, allowing users to navigate between live news and sports streams via the company’s new TV app. (more)
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