Apple unveils three new phones, a new Watch and a 4K Apple TV

Apple CEO Tim Cook announces the new iPhone X at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

It’s the most wonderful time of the year – for Apple fans. Today, in the company’s annual September spectacular, 3 new iPhones, a new Apple Watch and a 4K Apple TV were unveiled. The event took place at the Steve Jobs Theatre at the new Apple Park campus in Cupertino, CA. Apple CEO Tim Cook opened the event paying homage to the company's late founder.

First up - The iPhone 8 and 8 Plus comes with a slightly upgraded camera, a glass front and back, a more powerful "A11 Bionic" chip, and capability for augmented reality. This will be priced starting at $699.

At first, social media chatter was a little disappointed in the familiarity of these models to last year's models, but that quickly was quieted by the expected launch of the iPhone X which has the features just mentioned, but with a 5.8" "super retina" screen that takes over the entire phone now.

It also doesn't have a home button anymore - "Face ID" allows one to unlock the phone with just their face versus a thumbprint. Face ID also powers Animojis, which are animated emojis, one can use to communicate with a friend as if they are a panda, cat, chicken, or other emojis.

All of these new devices also come with wireless charging, adopting the existing "QI" standard already out in places like Starbucks, and enhanced by a new standard called Airpower coming next year. The iPhone X will cost $999.

Also, a new Apple Watch - the Series 3 was unveiled, which includes cellular onboard, meaning you no longer need to keep a phone tethered to use it, so one could go for a swim or run and listen to music without carrying a phone, for example. This will start at $399.

The series 3 watch and iPhones 8 and 8 Plus go on pre-order this Friday, September 15th, and are in stores next Friday, September 22nd. However, The iPhone X will be up for pre-order on October 27 and in stores on November 3rd.

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