Apple held its annual special event unveiling its holiday lineup of products Tuesday, Sept. 12. It was the company’s first event at its new Cupertino, California, headquarters.
Apple CEO Tim Cook addressed the crowd from the newly created Steve Jobs Theater, named for the company’s founder, who died in October 2011.
Cook saved a third version of the popular iPhone as his last talking point, initially teasing it as “one more thing,” a throwback to Jobs’ applause-inducing phrase to signal an unexpected development from the giant tech corporation.
“[This] is the biggest leap forward since the original iPhone,” Cook said of the new iPhone, dubbed the iPhone X.
Phil Schiller, senior vice president of worldwide marketing, said the 5.8-inch phone is “all screen.” It also includes more pixel density than any other iPhone ever, calling it a Super Retina Display on an OLED screen.
Being all screen means there’s no more home button on the new iPhone. To go to the home screen, just swipe up from the bottom, Schiller said….
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