Skip to main content

The Journal Gazette

  • Associated Press photos Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the new iPhone 8 at the Steve Jobs Theater in Cupertino, Calif., on Tuesday. 

  • Apple CEO Tim Cook announces the new iPhone X, which starts with a $999 price tag.

Wednesday, September 13, 2017 1:00 am

Apple taking 'leap forward'

Company unveils $1,000 iPhone X, iPhone 8, 8 Plus


CUPERTINO, Calif. – Apple has broken the $1,000 barrier with its latest phone, the iPhone X.

With a price starting at $999 and a host of new features, the phone will be a big test for Apple and consumers. Will people be willing to shell out really big bucks for a relatively fragile device that's become an essential part of daily life?

On Tuesday, CEO Tim Cook called the iPhone X “the biggest leap forward” since the first iPhone. (“X” is pronounced like the number 10, not the letter X.) It loses the home button, which revolutionized smartphones when it launched; offers an edge-to-edge screen; and will use facial recognition to unlock the phone.

Apple also unveiled a new iPhone 8 and a larger 8 Plus with upgrades to cameras, displays and speakers.

Those phones, Apple said, will shoot pictures with better colors and less distortion, particularly in low-light settings. The display will adapt to ambient lighting, similar to a feature in some iPad Pro models. Speakers will be louder and offer deeper bass.

Both iPhone 8 versions will allow wireless charging, a feature already offered in many Android phones, including Samsung models. Some Android phones have also previously eliminated the home button and added edge-to-edge screens.

Apple shares remained mostly flat after the announcement, down 64 cents to $160.86.

The iPhone X costs twice what the original iPhone did when it was released a decade ago. The price tag sets a new price threshold for any smartphone intended to appeal to a mass market.