Apple may test the bounds of iPhone love with a $1000 model

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Apple chief executive Tim Cook, speaking at the first event at the new campus theatre - named after the late Apple co-founder Steve Jobs - said the latest flagship handset is a milestone for the company a decade after the first iPhone release.

The company also introduced an upgraded Apple Watch, which can make phone calls and access the internet without the user carrying an iPhone.

As expected, Apple is introducing a brand new system chip with the iPhone X. It is called the Apple A11 Bionic - a six-core SoC comprised of two high-performance and four low-power cores, all of which can run at the same time.

Ahead of the much-awaited launch, there has been a major leak of features, including the anticipated name of Apple's latest iPhone. The announcement will be made during Apple's keynote address.

The iPhone X goes on sale starting at $999 on October 27th and goes on sale on November 3rd.

Apple Music will come to Apple Watch, allowing you to stream directly 40 million songs.

The Series 3 watch comes on two versions. What's also new is the addition of optical image stabilization to both camera modules.

Apple also announced that iTunes users will get automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions when they become available.

Here are some of the new features rumoured to expect in the new iPhone 8. Augmented Reality (AR) is a crucial part of the new iPhone 8 models, as will be the spatial audio feature - this will increase the volume when you get closer to the iPhone. What this means is that the iPhone X will automatically adjust the color temperature of the screen depending on the lighting around you. Pre-orders on the phone begin on September 15 and go on sale a week later, on the 22.

Apple says FaceID is more secure than its Touch ID fingerprint scanners that are used on other iPhones.

The big question is still what LTE will do to battery life, since Apple Watches without LTE modems technically last 18 hours (although for many people that can translate into a day or day and a half, easily). Apple said it's working with Netflix and Amazon Prime to bring their 4K originals to Apple TV, too.

It will also lose a distinct home button to make more room for the 5.8-inch display, which is slightly more than the Plus model's 5.5 inches. You can use Face ID to log into your iPhone X, and Apple talked about how this facial recognition technology can't be tricked by photos or super-realistic masks of your face.

All those features have been available on other smartphones that sold for less than $1,000, but Apple's sense of design and marketing flair has a way of making them seem irresistible - and worth the extra expense.

The new Apple TV device will cost $179 and ships on September 22. One without cellular goes for $329, down from $369 for the comparable model now.

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