To take on the growing competition from Samsung, Google, and Chinese smartphone makers, Apple unveiled its best iPhone yet

Tim Cook proudly showed off the new iPhone X that comes with an edge-to-edge screen during an event that took place at the company’s new $5 billion headquarters in Cupertino, California. The X is pronounced as “ten”, not “ex” as many of us initially thought. The device comes in after a decade from the original model, and it represents Apple’s first major redesign since 2014, as well as a significant upgrade to the iPhone 7 line.

The X starts at $999 and comes in 64 and 256 GB storage. It can be pre-ordered starting with October 27, and will become available starting with November 3, as the company said. After this announcement, Apple shares fell 0.8%.

Apple will try to overcome the high price 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

The phone has 12MP dual cameras, larger and faster sensors, new color filter, deeper pixels and plenty of other features that users are going to experience. The most interesting part is that there is no home button, and that the screen is edge-to-edge.

Of course, there were plenty who said that some of the features are a copy after Samsung. Even so, the iPhone remains in the top.

Source: bloomberg.com