Apple Unveils iPhone X and 8 Models as It Upgrades TV Set-Top Box

• Apple TV, the company’s set-top box that has never been a blockbuster hit, got an upgrade. The device will now be able to stream so-called 4K resolution, which refers to screens with two times the vertical resolution and twice the horizontal resolution of older high-definition TVs.

• Apple took the wraps off a new Apple Watch. Called Apple Watch Series 3, it has cellular capabilities. There’s also a new Watch OS.

iPhone X Pushes Apple Into New Territory on Price

With the $999 iPhone X, Apple moved to a new premium level of pricing. The smartphone will cost $300 more than the iPhone 8 and $200 more than the iPhone 8 Plus.

While that will be too expensive for many people, the company said it saw the iPhone X defining a new era for the smartphone, much like the original iPhone did 10 years ago. Timothy D. Cook, Apple’s chief executive, said the device would “set the path for the next decade.” That’s because Apple will likely build on some of the iPhone X’s most notable features, including infrared facial recognition, wireless battery charging and sophisticated camera effects.

Consumer reaction to the new phone will have a big impact on the company’s revenue and stock price. Right now, analysts are betting on a slow uptake of the top-end phone, both because of production delays and the high price. But if it turns out to be an unexpected hit, like the iPhone 6 Plus and 7 Plus, the company’s sales — and stock price — could surge.

Wall Street wasn’t immediately dazzled by Apple’s presentation, however, with the stock price down more than 1 percent by the end of the event.

Vindu Goel

The iPhone X’s design takes glass to the outer edges.

Photo

Philip W. Schiller, Apple’s senior vice president for marketing, presented the new iPhone X.

Credit
Jim Wilson/The New York Times

The iPhone X is the first redesigned iPhone in three years, and Apple says it is the blueprint for “the future of the smartphone.” Many of the design details had leaked to the press before today’s unveiling — we’d heard that it would have a new display that stretched across much more of the phone’s front, and that it would do away with the trademark home button.

Much of that turned out to be true. The iPhone X is essentially the same size and overall shape as the iPhone 7, but because the screen occupies all of…

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