iPhone X live updates: Apple reveals its most ambitious device ever – latest
There was actually three phones: the cheaper iPhone 8, and the premium and more expensive X.
Follow along here for all the latest updates from Apple's big event, as well as before and after.
David Barker of technology marketing firm Amobee said online discussion of the upcoming announcement was focussing on the alleged new features, which he claimed was a positive sign for potential sales.
"Part of the challenge Apple faces around the upcoming announcement of their 10th anniversary iPhone is, after a decade spent improving the product line, it's increasingly difficult to come up with new features to wow consumers," he said.
"During that time, the smartphone market has gone from huge growth potential to achieving scale, and now the biggest competition for a new iPhone model is often old iPhone models as the audience needs to be convinced an upgrade is warranted.
"In that context, the high amount of digital interest for facial recognition and wireless charging around the upcoming iPhone is an extremely positive sign for Apple, and the early indication is if those features are announced on Tuesday, that would generate the necessary excitement to lift iPhone sales."
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