Apple Bets on Augmented Reality to Sell Its Most Expensive Phone
- IPhone X, starting at $999, has OLED screen, face recognition
- AR may boost Apple profit 27% over estimates: Morgan Stanley
A Hands-On Look at Apple's New iPhone X
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Apple Inc. packed its $1,000 iPhone with augmented reality features, betting the nascent technology will persuade consumers to pay premium prices for its products even as cheaper alternatives abound.
The iPhone X, Apple’s most expensive phone ever, was one of three new models Chief Executive Officer Tim Cook showed off during an event at the company’s new $5 billion headquarters in Cupertino, California, on Tuesday. It also rolled out an updated Apple Watch with a cellular connection and an Apple TV set-top box that supports higher-definition video.