Apple Reveals Its “Biggest Leap Forward Since the iPhone”


iPhone X facial recognition

Apple’s highly-anticipated product reveal—its first at the Steve Jobs Theater at the new Apple Park campus in Cupertino—featured a number of stirring messages, starting with CEO Tim Cook’s impassioned tribute to the man for whom the theater was named.

Apple wireless charging

Cook segued into touting the growth of Apple Watch (now the number one watch in the world, he said) with “Dear Apple,” a video showing customers thanking him personally and Apple for saving their lives, in some cases:

The Apple Watch Series 3 spot echoed the staffer who took a live call during the press event. The combination of cellular and watchOS 4 will allow Apple Music users to stream 40 million songs right from their wrist.

The iPhone 8 and iPhone 8 Plus were unveiled:

And, of course, the $999 iPhone X was the star of the show. Its wireless charging, facial recognition, Animoji, full-screen display and other features “will set the path for technology for years to come,” said Cook, who also called it “the biggest leap forward since the original iPhone”:


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