Daniel Bean and Reed Dunlea react to Apple's new products.
Apple CEO Tim Cook on Tuesday announced the iPhone X, the tenth generation of the company's iconic iPhone.
"It is the biggest leap forward since the original iPhone," he said at the Steve Jobs Theater in Cupertino, California. "This is iPhone X."
Philip W. Schiller, Apple's senior vice president worldwide marketing, said "there has never been anything like it."
"It is incredible to hold," he said of the device. "It is engineered to be water and dust resistant at the microscopic level."
"It has glass on both the front and the back using the same formula used on the iPhone 8," Schiller continued.
"There's no more home button. This is an important point and a big step forward for Apple users. Now, if you want to go to the home screen, you simply swipe up from the bottom and go home. It's that simple."
Schiller also touted the iPhone X's new Face ID facial recognition software, which is used to unlock the device.
"Face ID learns your face," he said. "Even if you change your hair style, decide to wear glasses, decide to wear a hat. It learns who you are and adapts to you. It works at day and it works at night."
"The chance that a random person can look at your iPhone X and unlock it with their face is about one in a million," Schiller added of the program's security.
Craig Federighi, Apple's senior vice president software engineering, additionally demonstrated the iPhone X's new Animoji feature, which lets users animate an animated emoji mapped to their individual face.
"With Animoji we can breathe our own personality into our expressions," he said, showcasing an animated fox, chicken, unicorn and several other characters. "The tracking is just unreal. It's just stunning."
Apple CEO Tim Cook on Tuesday introduced the company's latest iPhone by revealing the iPhone 8.
"We have huge iPhone news for you today," he said at the Steve Jobs Theater in Cupertino, California. "This is a huge step forward for the iPhone."
Meet the new iPhones: The iPhone 8 and 8 Plus pic.twitter.com/ivJz2NABUw— Macworld (@macworld) September 12, 2017
Cook also marveled at the impact the iPhone had had on global culture one decade after the debut of its first generation.
"It's truly amazing how iPhone impacts the world each and every day," he said. "Nothing else has been so essential and put power into so many people's hands before iPhone."
"Our goal with the iPhone has always been to create something so powerful, so immersive and so magical the technology seemingly disappears," Cook added.
Apple announced that the iPhone 8 and iPhone 8 Plus would be available for preorder Sept. 15 and then become available in stores Sept. 22.
The iPhone 8 will come in 64GB and 256GB formats from $699 while the iPhone 8 Plus will come with the same data sizes at $799.
Apple COO Jeff Williams on Tuesday unveiled the company's next generation Apple Watch.
"It's really magical to make a standalone call on a device this small," he said of the Apple Watch Series 3, which is the first in the product line's history to boast cellular service.
Williams also joked about the design challenges of keeping the Apple Watch's new version compact despite packing in new features.
"Our little watch is already packed," he quipped. "If you don't do it right, it gets so big it looks like a house arrest bracelet and you're not going to want to wear it."
"The case for Series 3 is the same size as Series 2," Williams added.
Williams additionally touted the Apple Watch Series 3's connectivity to the company's vast music library.
"With Apple Watch Series 3 and Apple Music, you can stream 40 million songs on your wrist," he said. "You can even ask Siri to find you the perfect track."
"Now the perfect device for staying active can also make sure you stay motivated."
Waiting anxiously to lay eyes on the next iPhone? Here's some good news: It's being officially unveiled by Apple Tuesday afternoon! Buuuut here's some better news: It's already been unofficially unveiled thanks to alleged "leaks" and insider scoops.
Below we've gathered the most relevant of said rumors so that you can see what the new iPhone is going to look like HOURS ahead of Apple's September 12 announcement event. Have at'em, antsy pants!
How many new iPhones?!
First off, at this iPhone announcement event, everyone is anticipating three iPhones will be announced: updated versions of the iPhone 7/7 Plus and also an entirely new phone called the iPhone X.
The updated iPhone 7 models are expected to follow Apple's regular "s" scheme of relaunching the looks of last year's iPhones with slightly improved internals, and thus more speed. There are mixed reports over whether these phones will called iPhone 7s and 7s Plus or iPhone 8 and iPhone 8 Plus.
But more importantly, the third iPhone coming out this year, now reported to be called the iPhone X as a nod to the 10th anniversary or the original iPhone, all indications are it will be a completely redesigned Apple phone, inside and out.
iPhone X screen and (lack of) home button
The standout feature on the iPhone X will be its display: a slightly rounded, 5.8-inch OLED screen that occupies almost all of the face of the phone – similar to the new Galaxy S and Galaxy Note phones from Samsung. Long speculation of this design became all but confirmed by new iPhone icons found in the upcoming version of iOS 11.
For context, today's iPhone 7 Plus has a 5.5-inch screen. But with its large top and button bezels, that phone (and presumably the upcoming 7s Plus) will still be much larger than the nearly bezel-free iPhone X.
Status bar layout of the new iPhone pic.twitter.com/MLmySRlH8W— Apple Leaks (@iAppleLeaks) September 10, 2017
The iPhone X screen will, according to the leaks, feature a bat ears-like cutout at the top to make room for the earpiece, selfie cam and phone sensors.
With the screen bezel going away, the iPhone X will not have a physical home button – a first for any iPhone. An on-screen home button (also seen on the Galaxy phone and other Android devices) and on-screen swipes will be the new ways to navigate to the phone's home screen, call up Siri, etc.
Face ID enrollment process (with layout issues on first page) pic.twitter.com/KczOHEy9ir— Guilherme Rambo (@_inside) September 9, 2017
No front home button means no Touch ID fingerprint reader. It will be replaced by a "Face ID" system that will unlock the phone by scanning your face – again, according to information found inside of Apple's iOS. Unlike some camera-based smartphone facial recognition systems that have been fooled by pictures, Apple's will be handled by an infrared 3D sensor at the top of the phone's face.
Face ID may also be used to automatically mute notifications sounds or turn off auto-dimming of the screen if it notices you're looking at it, according to details inside the code of the new beta release of iOS 11.
Some (small) new iPhone X camera tricks
The alleged camera information to come out on the iPhone X looks similar to the iPhone 7 Plus: a front selfie cam (obviously) and two rear lenses (at 12 MPs), which will be capable of 2x optical zoom and Portrait mode pictures. New features for the rear cam would be the option to record 4K video at 60 frames per second and more lighting options in Portrait mode to better customize your look, 9to5Mac has reported.
The rear camera will also reportedly also pack a laser for faster focus and better augmented reality applications, Fast Company reported in July.
iPhone X colors
The iPhone X will reportedly be released in three colors, down from the iPhone 7's five. Silver, black and "blush" gold (an apparently more coppery version of the current gold iPhone) will be the options. This info comes thanks to leaked pictures of alleged SIM card trays from the iPhone X assembly line.
Animoji yourself with the iPhone X
Leakers have found a motion-captured animated emoji feature (called Animoji) inside of iOS 11, and indications are they that it will only be available on the iPhone X. Reason being is that it looks to be making use of the iPhone X's special Face ID sensor to capture your face movements, in addition to your voice, to create a custom talking emoji animations.
iPhone X's record-breaking price
These big, new features will reportedly come at a big, new price tag: $999. That's according to, unlike most of the above rumors, not a hidden piece of code in Apple's iPhone software but an anonymously sourced New York Times report.