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Apple introduces the iPhone X

Apple senior vice president of worldwide marketing Phil Schiller introduces the new iPhone X during an Apple special event at the Steve Jobs Theatre on the Apple Park campus on September 12, 2017 in Cupertino, California. AFP PHOTO/ Justin Sullivan/

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The iPhone X has an edge-to-edge 5.8-inch (14.7-centimeter) "super retina" display that has improved resolution, and uses facial recognition to unlock the device.

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Apple lays claim to smartphone future with new flagship iPhone X

The new iPhone X is displayed during an Apple special event at the Steve Jobs Theatre on the Apple Park campus. AFP PHOTO / ustin Sullivan

Apple laid claim to the future of the smartphone Tuesday with a 10th anniversary iPhone X, featuring facial recognition unlocking and other refinements, touting the device as the next generation of mobile computing.

The iPhone X was one of three new iPhone models unveiled at the first event at Apple's new "spaceship" campus, as the California tech giant sought to spark fresh momentum in a global smartphone market seeing slowing growth and tougher competition.

The iPhone X has an edge-to-edge 5.8-inch (14.7-centimeter) "super retina" display that has improved resolution, and uses facial recognition to unlock the device.

Apple upped the ante by boosting the starting price of the new handset to $999 for US customers. It will be available starting November 3 in more than 50 markets.

Apple also unveiled a new iPhone 8 and iPhone 8 Plus, which offer more modest improvements over their predecessors and will sell later this month at starting prices of $699 and $799, respectively.

All three new handsets will be capable of wireless charging and are adapted for augmented reality with more powerful processors and cameras.

Apple CEO Tim Cook poses for a selfie as people explore new Apple products during a media event at Apple's new headquarters in Cupertino, California on September 12, 2017. / AFP PHOTO / Josh Edelson

For the 10th anniversary model, Apple developed what it called an A11 Bionic chip and uses its FaceID to unlock, authenticate and pay via the Apple Pay mobile payments system.

Apple is touting the edge-to-edge OLED display — the organic light-emitting diodes used in high-end televisions — as the key design feature to win over customers.

Senior Vice President of Worldwide Marketing at Apple Philip Schiller introduces AirPower, a wireless charging system. AFP PHOTO / Josh Edelson

"For more than a decade, our intention has been to create an iPhone that is all display," Apple chief designer Jony Ive said in a statement. "The iPhone X is the realisation of that vision."

The iPhone 8 models use the same chip and are made with "aerospace-grade aluminum" and "with the most durable glass ever in a smartphone," according to Apple.

These will be upgrades of the iPhone 7 models released last year with screens of 4.7 and 5.5 inches.

The new Apple Watch Series 3. AFP PHOTO/ Justin Sullivan

Apple unveiled an updated version of its smartwatch, as it claimed the device had become the top-selling watch in the world ahead of rivals such as Rolex and Fossil.

The Apple Watch Series 3 has its own mobile connectivity that allows users to remain connected without a smartphone for phone calls, music and other functions.

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