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iPhone X, Watch updates and more: Takeaways from Apple's latest product launch

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APTOPIX Apple Showcase

Apple CEO Tim Cook discusses the new iPhone 8 at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

CUPERTINO, Calif. (AP) — "One more thing." With that phrase, Apple paid homage to its late co-founder Steve Jobs for the 10-year anniversary of the iPhone on Tuesday when it unveiled its latest — and, at $999, its most expensive — new version of the device, the iPhone X.

CEO Tim Cook called it "the biggest leap forward" since the first iPhone. ("X" is pronounced like the number 10, not the letter X.) It loses the home button, which revolutionized smartphones when it launched; offers an edge-to-edge screen; and will use facial recognition to unlock the phone.

Apple also unveiled a new iPhone 8 and a larger 8 Plus with upgrades to cameras, displays and speakers.

Both iPhone 8 versions will allow wireless charging, a feature thought to be limited to the anniversary phone. Many Android phones, including Samsung's, already have this.

Highlights from the event:

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Apple Showcase

Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

STEVE JOBS HOMAGE

This is the first product event for Apple at its new spaceship-like headquarters in Cupertino, California.

The event opened in a darkened auditorium, with only the audience's phones gleaming like stars, along with a message that said "Welcome to Steve Jobs Theater." A voiceover from Jobs, Apple's co-founder who died in 2011, opened the event before CEO Tim Cook took stage.

"Not a day that goes by that we don't think about him," Cook said. "Memories especially come rushing back as we prepared for today and this event. It's taken some time but we can now reflect on him with joy instead of sadness."

NEW WATCH

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Apple Showcase

Apple CEO Tim Cook, shows new Apple Watch Series 3 product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Apple's latest Watch has built-in cellular service. The number on your phone will be the same as your iPhone. The Series 3 model will also have Apple Music available through cellular service.

"Now, you can go for a run with just your watch," said Jeff Williams, Apple's chief operating officer and in charge of Watch development.

Apple is also adding more fitness features to the Watch, and says it is now the most used heartrate monitor in the world. Now, Apple Watch will notify users when it detects an elevated heart rate when they don't appear to be active. It'll also detect abnormal heart rhythms.

The Series 3 will start at $399. One without cellular goes for $329, down from $369 for the comparable model now. The original Series 1, without GPS, sells for $249, down from $269. The new watch comes out Sept. 22.

APPLE TV GETS UPGRADE

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Eddy Cue, Apple's senior vice president of internet software, shows the new Apple TV product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

A new version of the Apple TV streaming device will be able to show video with sharper "4K" resolution and a color-improvement technology called high-dynamic range, or HDR.

Many rival devices already offer these features. But there's not a lot of video in 4K and HDR yet, nor are there many TVs that can display it. Apple TV doesn't have its own display and needs to be connected to a TV.

Apple said it's been working with movie studios to bring titles with 4K and HDR to its iTunes store. They will be sold at the same prices as high-definition video, which tends to be a few dollars more than standard-definition versions. Apple said it's working with Netflix and Amazon Prime to bring their 4K originals to Apple TV, too.

The new Apple TV device will cost $179 and ships on Sept. 22. A version without 4K will cost less.

IPHONE X DETAILS

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Apple Showcase

Phil Schiller, Apple's senior vice president of worldwide marketing, discusses features of the new iPhone X at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Apple is releasing a super-premium iPhone with a super-premium price tag, starting at $999.

While Apple is continuing to update its existing, cheaper models, the new iPhone X — pronounced like the number 10 — will have a screen with higher resolution and "OLED" technology for richer colors.

It will also lose a distinct home button to make more room for the 5.8-inch display, which is slightly more than the Plus model's 5.5 inches. The features are similar to what Samsung offers.

The new design will enable new ways to interact with the phone. Instead of pressing the button to get the home page, you swipe up instead.

Apple is also offering the ability to unlock the phone with facial recognition rather than a fingerprint or passcode. Though some Android phones offer this, Apple is adding sensors to improve performance and says it worked with mask designers during testing to improve security. An executive initially failed to unlock the phone this way in a demo Tuesday, though.

The new phone, which is coming Nov. 3, will also permit animated emojis that mirror your facial movements and promises two more hours of battery life than what's in the current iPhone 7.

Such an iPhone has been widely anticipated for the iPhone's 10th anniversary and comes just weeks after Samsung unveils its own super-premium phone, the $930-and-up Galaxy Note 8.

IPHONE 8

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Apple Showcase

Phil Schiller, Apple's senior vice president of worldwide marketing, announces features of the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Apple is refreshing its lineup of iPhones with camera, display and speaker improvements.

The new phones promise to shoot pictures with better colors and less distortion, particularly in low-light settings. The display will adapt to ambient lighting, similar to a feature in some iPad Pro models. Speakers will be louder and offer deeper bass.

The new iPhone 8 will keep its predecessor's size — 4.7 inches — but have a higher starting price of $699, up from $649. The 5.5-inch iPhone 8 Plus starts at $799, up from $769. The new phones come out Sept. 22

Apple is bucking its traditional naming convention by calling the new phones iPhone 8 rather than 7S. The S designation might have given consumers the impression that the new phones are mere incremental updates from the current iPhone 7. 

The Plus version will continue to have two camera lenses and now has the ability to optimize lighting as you shoot.

Both versions will allow wireless charging, a feature thought to be limited to the anniversary phone. Many Android phones, including Samsung's, already have this.

FACIAL RECOGNITION TECHNOLOGY

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APTOPIX Apple Showcase

Apple CEO Tim Cook talks during a presentation on new products at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Apple watchers say the company's new Face ID technology could help revolutionize facial recognition and bring it to the mainstream.

Too often, people have been able to fool such technology by wearing masks or printing out photos of faces.

But Apple's iPhone X projects infrared dots on faces to create a 3-D facial model. That enables it to confirm a warm-blooded person is looking at the phone.

Artificial intelligence expert Amarjot Singh, a PhD candidate at the University of Cambridge, says Apple's new sensors, along with a neural-engine chip, takes the technology a step further by combining what researchers have been working on all in one place.

Apple Senior Vice President Phil Schiller says only 1 in a million people could unlock another person's phone with their face.

Shaun Moore, CEO of San Francisco-based facial recognition startup TrueFace.ai, says Apple's entry into the field will help bring awareness to facial recognition and help people view it as a viable solution to everyday problems.

AUGMENTED REALITY

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Apple Showcase

The new iPhone X is displayed in the showroom after the new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

Gartner analyst Brian Blau says the iPhone X's augmented reality features will change the way people use apps and give app developers new, "cool things" to do.

Apple on Tuesday showed off a simple use for this new, sophisticated camera technology with "animoji." Those let people animate emoji characters with their facial expressions.

Blau says this — showing off a new technology with something that everyday people can use and understand — is what Apple does best.

The analyst also praised for the extended battery life for the phone, saying that's not something that often comes with new smartphones.

The leaks and rumors leading up to Tuesday's showcase at Apple's Cupertino, California, headquarters meant there were few surprises at the event. But Blau says you could tell this was a special event for Apple, which honored is late co-founder Steve Jobs in the theater named after him.

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Apple Event

People arrive for a new product announcement at the Steve Jobs Theater on the new Apple campus, Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

Eddy Cue, Apple's senior vice president of internet software, shows the new Apple TV product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

Jeff Williams, Apple's chief operating officer, shows new Apple Watch Series 3 product at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

Apple CEO Tim Cook kicks off the event for a new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

Phil Schiller, Apple's senior vice president of worldwide marketing, shows features of the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

Phil Schiller, Apple's senior vice president of worldwide marketing, announces features of the new iPhone 8 at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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Apple Showcase

The new iPhone 8 Plus is displayed in the showroom after the new product announcement at the Steve Jobs Theater on the new Apple campus on Tuesday, Sept. 12, 2017, in Cupertino, Calif. (AP Photo/Marcio Jose Sanchez)

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