D OTHER CUTTING EDGE ISSUES AND HEFTY PRICE TAG. LUCY CAV THAT WITH INSIDE LOOK. >> FUTURE OF THE SMARTPHONE. >> Reporter: TWO UPDATED IPHONES, 8 AND 8 PLUS AND APPLE WATCH THAT HELPS YOU DITCH THE PHONE. >> WE DO HAVE ONE MORE THING. >> Reporter: STAR OF THE SHOW.
>> THIS IS IPHONE X, BIGGEST LEAP FORWARD SINCE THE ORIGINAL A PHONE. >> Reporter: THIN, SLEEK AND RECOGNIZES YOUR FACE TO UNLOCK. BUT DOESN'T COME CHEAP. STARTING PRICE IS $1,000. >> THIS IS THE MOST EXPENSIVE BASE ENTRY PRICE FOR AN IPHONE EVER, AND I DO BELIEVE YOU'RE GOING TO FIND PEOPLE JUMP ALL OVER THIS PHONE.
>> Reporter: NEW PHONE OFFERS BRIGHTEN DISPLAY, BETTER BATTERY LIFE AND ANIMATED EMOJIS THAT FOLLOW YOUR FACE. AFTER RECENT SLUMP THAT SAW ANDROID ACCOUNT FOR U. S. SALES, APPLE UNDER PRESSURE TO GET IT RIGHT. TEN YEARS SINCE STEVE JOBS UNVEILED THE PHONE TO CHANGE EVERYTHING.
>> CAN NOW REFLECT ON HIM WITH JOY INSTEAD OF SADNESS. STEVE'S SPIRIT AND TIMELESS PHILOSOPHY ON LIFE WILL ALWAYS BE THE DNA OF APPLE. >> Reporter: APPLE FOUNDER MAY BE GONE.
Source : NBC News