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MARKETS LIVE BLOG:

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A look inside Apple's iPhone event

  • <p>Apple’s biggest announcement was the iPhone X, a bezel-free phone with some unique features. (Photo by Justin Sullivan/Getty Images) </p>
    1/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Apple’s biggest announcement was the iPhone X, a bezel-free phone with some unique features. (Photo by Justin Sullivan/Getty Images)

  • <p>The iPhone X (named for Apple’s 10th anniversary) has a full screen on the front, save for a notch at the top. (Select All) </p>
    2/41

    The iPhone X, Explained

    The iPhone X (named for Apple’s 10th anniversary) has a full screen on the front, save for a notch at the top. (Select All)

  • <p>That notch contains sensors and the TrueDepth camera system, which enables Face ID (and selfies). (Photo by Justin Sullivan/Getty Images) </p>
    3/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    That notch contains sensors and the TrueDepth camera system, which enables Face ID (and selfies). (Photo by Justin Sullivan/Getty Images)

  • <p>Face ID is Apple’s 3D imaging technology. You can open your phone by just looking at it, and other features like Apple Pay will use Face ID security, too. REUTERS/Stephen Lam </p>
    4/41

    Apple’s Schiller introduces the iPhone X during a launch event in Cupertino

    Face ID is Apple’s 3D imaging technology. You can open your phone by just looking at it, and other features like Apple Pay will use Face ID security, too. REUTERS/Stephen Lam

  • <p>Face ID also allows for some fun features like animated emojis, or “Animojis.” REUTERS/Stephen Lam </p>
    5/41

    Apple’s Schiller shows Animoji during a launch event in Cupertino

    Face ID also allows for some fun features like animated emojis, or “Animojis.” REUTERS/Stephen Lam

  • <p>Apple knows there are some concerns with face scan security, so they worked with mask makers to make sure that a photo nor a hyper-realistic mask would crack the security (but still beware of evil twins). REUTERS/Stephen Lam </p>
    6/41

    Apple’s Schiller introduces the iPhone x during a launch event in Cupertino

    Apple knows there are some concerns with face scan security, so they worked with mask makers to make sure that a photo nor a hyper-realistic mask would crack the security (but still beware of evil twins). REUTERS/Stephen Lam

  • <p>The iPhone X will also make use of AirPower, Apple’s wireless charging technology. One AirPower pad will charge your iPhone, Apple Watch and EarPods at the same time. REUTERS/Stephen Lam </p>
    7/41

    Apple’s Schiller shows iPhone X during a launch event in Cupertino

    The iPhone X will also make use of AirPower, Apple’s wireless charging technology. One AirPower pad will charge your iPhone, Apple Watch and EarPods at the same time. REUTERS/Stephen Lam

  • <p>With the removal of the home button, Apple redesigned the side buttons for improved functionality. (Photo by Justin Sullivan/Getty Images) </p>
    8/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    With the removal of the home button, Apple redesigned the side buttons for improved functionality. (Photo by Justin Sullivan/Getty Images)

  • <p>The iPhone X will be available in Silver or Space Gray. (Photo by Justin Sullivan/Getty Images) </p>
    9/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The iPhone X will be available in Silver or Space Gray. (Photo by Justin Sullivan/Getty Images)

  • <p>The iPhone X is the first Apple device with an OLED screen, which makes for better contrast, more vibrant images and richer blacks. (Photo by Justin Sullivan/Getty Images) </p>
    10/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The iPhone X is the first Apple device with an OLED screen, which makes for better contrast, more vibrant images and richer blacks. (Photo by Justin Sullivan/Getty Images)

  • <p>The bezel-less design makes it possible to have a 5.8″ screen in a form factor the same as the iPhone 7. REUTERS/Stephen Lam </p>
    11/41

    Apple’s Schiller introduces the iPhone X during a launch event in Cupertino

    The bezel-less design makes it possible to have a 5.8″ screen in a form factor the same as the iPhone 7. REUTERS/Stephen Lam

  • <p>The iPhone X has also been protected to resist water and debris. (Photo by Justin Sullivan/Getty Images) </p>
    12/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The iPhone X has also been protected to resist water and debris. (Photo by Justin Sullivan/Getty Images)

  • <p>Apple CEO Tim Cook and other executives also unveiled the iPhone 8 at the Sept. 12 event. REUTERS/Stephen Lam </p>
    13/41

    Apple’s Cook introduces iPhone 8 during a product launch event in Cupertino

    Apple CEO Tim Cook and other executives also unveiled the iPhone 8 at the Sept. 12 event. REUTERS/Stephen Lam

  • <p>The iPhone 8 and iPhone 8 Plus both have 12MP cameras, portrait lighting and can shoot 4K video. REUTERS/Stephen Lam </p>
    14/41

    Apple’s Schiller introduces the iPhone 8 during a launch event in Cupertino

    The iPhone 8 and iPhone 8 Plus both have 12MP cameras, portrait lighting and can shoot 4K video. REUTERS/Stephen Lam

  • <p>The iPhone 8 and 8 Plus are also water resistant. (Photo by Justin Sullivan/Getty Images) </p>
    15/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The iPhone 8 and 8 Plus are also water resistant. (Photo by Justin Sullivan/Getty Images)

  • <p>In addition to the improved quality, you’ll also get better colours and image stabilization compared to older models. (Photo by Justin Sullivan/Getty Images) </p>
    16/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    In addition to the improved quality, you’ll also get better colours and image stabilization compared to older models. (Photo by Justin Sullivan/Getty Images)

  • <p>Fans of FaceTime will enjoy the 7MP HD cameras, and Retina Flash for better selfies. (Photo by Justin Sullivan/Getty Images) </p>
    17/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Fans of FaceTime will enjoy the 7MP HD cameras, and Retina Flash for better selfies. (Photo by Justin Sullivan/Getty Images)

  • <p>The iPhone 8 and 8 Plus have similar sizes to their predecessors. (Photo by Justin Sullivan/Getty Images) </p>
    18/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The iPhone 8 and 8 Plus have similar sizes to their predecessors. (Photo by Justin Sullivan/Getty Images)

  • <p>The Retina HD display has True Tone, which improves colours in your images. (Photo by Justin Sullivan/Getty Images) </p>
    19/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The Retina HD display has True Tone, which improves colours in your images. (Photo by Justin Sullivan/Getty Images)

  • <p>Like the iPhone 7, the iPhone 8 and 8 Plus use wireless EarPod headphones. REUTERS/Stephen Lam </p>
    20/41

    Apple’s Schiller introduces the iPhone 8 during a launch event in Cupertino

    Like the iPhone 7, the iPhone 8 and 8 Plus use wireless EarPod headphones. REUTERS/Stephen Lam

  • <p>And like the iPhone X, you can wirelessly charge the iPhone 8 and 8 Plus on any Qi charger. REUTERS/Stephen Lam </p>
    21/41

    Apple’s Schiller introduces the iPhone 8 during a launch event in Cupertino

    And like the iPhone X, you can wirelessly charge the iPhone 8 and 8 Plus on any Qi charger. REUTERS/Stephen Lam

  • <p>Qi is a widely-used wireless charging standard, so you’ll be able to use third-party chargers for your device. (Photo by Justin Sullivan/Getty Images) </p>
    22/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Qi is a widely-used wireless charging standard, so you’ll be able to use third-party chargers for your device. (Photo by Justin Sullivan/Getty Images)

  • <p>The new iPhone 8 starts at $829 CAD, while the iPhone 8 Plus starts at $1,059. (Photo by Justin Sullivan/Getty Images) </p>
    23/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The new iPhone 8 starts at $829 CAD, while the iPhone 8 Plus starts at $1,059. (Photo by Justin Sullivan/Getty Images)

  • <p>These models will be on sale for the holidays this year. (Select All) </p>
    24/41

    The iPhone X

    These models will be on sale for the holidays this year. (Select All)

  • <p>Apple also announced Apple TV 4K at the Sept. 12 event. REUTERS/Stephen Lam </p>
    25/41

    Apple’s Tim Cook speaks during a product launch event in Cupertino

    Apple also announced Apple TV 4K at the Sept. 12 event. REUTERS/Stephen Lam

  • <p>Apple TV 4K uses HDR, which means crisper images and improved colours. REUTERS/Stephen Lam </p>
    26/41

    Apple’s Cue introduces Apple TV during a launch event in Cupertino

    Apple TV 4K uses HDR, which means crisper images and improved colours. REUTERS/Stephen Lam

  • <p>If you’ve already purchased HD movies from iTunes, they’ll be swaped with 4K versions at no charge. REUTERS/Stephen Lam </p>
    27/41

    Apple’s Cue introduces Apple TV during a launch event in Cupertino

    If you’ve already purchased HD movies from iTunes, they’ll be swaped with 4K versions at no charge. REUTERS/Stephen Lam

  • <p>Apple also debuted the Apple Watch Series 3. (Photo by Justin Sullivan/Getty Images) </p>
    28/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Apple also debuted the Apple Watch Series 3. (Photo by Justin Sullivan/Getty Images)

  • <p>Music lovers will enjoy that you can stream Apple Music from your watch, and leave your phone at home. All you need is your EarPods. (Photo by Justin Sullivan/Getty Images) </p>
    29/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Music lovers will enjoy that you can stream Apple Music from your watch, and leave your phone at home. All you need is your EarPods. (Photo by Justin Sullivan/Getty Images)

  • <p>Several new bands will be available, including these exclusive Nike ones. (Photo by Justin Sullivan/Getty Images) </p>
    30/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Several new bands will be available, including these exclusive Nike ones. (Photo by Justin Sullivan/Getty Images)

  • <p>The Apple Watch Edition is available in white and space gray ceramic. REUTERS/Stephen Lam </p>
    31/41

    Apple’s Williams speaks during a product launch event in Cupertino

    The Apple Watch Edition is available in white and space gray ceramic. REUTERS/Stephen Lam

  • <p>Hermes bands are available for the Apple Watch. REUTERS/Stephen Lam </p>
    32/41

    Apple’s Williams speaks during a product launch event in Cupertino

    Hermes bands are available for the Apple Watch. REUTERS/Stephen Lam

  • <p>If you want to listen to music, or take a call (thanks to the new cellular capabilties of the Apple Watch), this is all you need. REUTERS/Stephen Lam </p>
    33/41

    Apple’s Williams speaks during a product launch event in Cupertino

    If you want to listen to music, or take a call (thanks to the new cellular capabilties of the Apple Watch), this is all you need. REUTERS/Stephen Lam

  • <p>Apple is partnering with Stanford to collect information about the heart rates of Apple Watch wearers. The watch will also notify the wearer if their heart rate is outside their typical resting zone when they don’t seem to be doing any physical activity. REUTERS/Stephen Lam </p>
    34/41

    Apple’s Williams speaks during a product launch event in Cupertino

    Apple is partnering with Stanford to collect information about the heart rates of Apple Watch wearers. The watch will also notify the wearer if their heart rate is outside their typical resting zone when they don’t seem to be doing any physical activity. REUTERS/Stephen Lam

  • <p>Familiar features like the circles are definitely still present on the Apple Watch Series 3. REUTERS/Stephen Lam </p>
    35/41

    Apple’s Williams speaks during a product launch event in Cupertino

    Familiar features like the circles are definitely still present on the Apple Watch Series 3. REUTERS/Stephen Lam

  • <p>While more technology has been put in the Series 3, the latest Apple Watch increased very minimally in thickness, about the same as two sheets of paper. REUTERS/Stephen Lam </p>
    36/41

    Apple’s Williams speaks during a product launch event in Cupertino

    While more technology has been put in the Series 3, the latest Apple Watch increased very minimally in thickness, about the same as two sheets of paper. REUTERS/Stephen Lam

  • <p>There are, of course, plenty more band options to choose from. (Photo by Justin Sullivan/Getty Images) </p>
    37/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    There are, of course, plenty more band options to choose from. (Photo by Justin Sullivan/Getty Images)

  • <p>The Apple Watch Series 3 starts at $429 CAD with cellular and GPS functionality. (Photo by Justin Sullivan/Getty Images) </p>
    38/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    The Apple Watch Series 3 starts at $429 CAD with cellular and GPS functionality. (Photo by Justin Sullivan/Getty Images)

  • <p>Preorders begin Sept. 15, and the Apple Watch Series 3 goes on sale Sept. 22. (Photo by Justin Sullivan/Getty Images) </p>
    39/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Preorders begin Sept. 15, and the Apple Watch Series 3 goes on sale Sept. 22. (Photo by Justin Sullivan/Getty Images)

  • <p>Apple CEO Tim Cook speaks during an Apple special event at the Steve Jobs Theatre on the Apple Park campus on September 12, 2017 in Cupertino, California. Apple is holding their first special event at the new Apple Park campus. (Photo by Justin Sullivan/Getty Images) </p>
    40/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    Apple CEO Tim Cook speaks during an Apple special event at the Steve Jobs Theatre on the Apple Park campus on September 12, 2017 in Cupertino, California. Apple is holding their first special event at the new Apple Park campus. (Photo by Justin Sullivan/Getty Images)

  • <p>A view of the Steve Jobs Theatre at Apple Park on September 12, 2017 in Cupertino, California. (Photo by Justin Sullivan/Getty Images) </p>
    41/41

    Apple Holds Product Launch Event At New Campus In Cupertino

    A view of the Steve Jobs Theatre at Apple Park on September 12, 2017 in Cupertino, California. (Photo by Justin Sullivan/Getty Images)

<p>Apple’s biggest announcement was the iPhone X, a bezel-free phone with some unique features. (Photo by Justin Sullivan/Getty Images) </p>
<p>The iPhone X (named for Apple’s 10th anniversary) has a full screen on the front, save for a notch at the top. (Select All) </p>
<p>That notch contains sensors and the TrueDepth camera system, which enables Face ID (and selfies). (Photo by Justin Sullivan/Getty Images) </p>
<p>Face ID is Apple’s 3D imaging technology. You can open your phone by just looking at it, and other features like Apple Pay will use Face ID security, too. REUTERS/Stephen Lam </p>
<p>Face ID also allows for some fun features like animated emojis, or “Animojis.” REUTERS/Stephen Lam </p>
<p>Apple knows there are some concerns with face scan security, so they worked with mask makers to make sure that a photo nor a hyper-realistic mask would crack the security (but still beware of evil twins). REUTERS/Stephen Lam </p>
<p>The iPhone X will also make use of AirPower, Apple’s wireless charging technology. One AirPower pad will charge your iPhone, Apple Watch and EarPods at the same time. REUTERS/Stephen Lam </p>
<p>With the removal of the home button, Apple redesigned the side buttons for improved functionality. (Photo by Justin Sullivan/Getty Images) </p>
<p>The iPhone X will be available in Silver or Space Gray. (Photo by Justin Sullivan/Getty Images) </p>
<p>The iPhone X is the first Apple device with an OLED screen, which makes for better contrast, more vibrant images and richer blacks. (Photo by Justin Sullivan/Getty Images) </p>
<p>The bezel-less design makes it possible to have a 5.8″ screen in a form factor the same as the iPhone 7. REUTERS/Stephen Lam </p>
<p>The iPhone X has also been protected to resist water and debris. (Photo by Justin Sullivan/Getty Images) </p>
<p>Apple CEO Tim Cook and other executives also unveiled the iPhone 8 at the Sept. 12 event. REUTERS/Stephen Lam </p>
<p>The iPhone 8 and iPhone 8 Plus both have 12MP cameras, portrait lighting and can shoot 4K video. REUTERS/Stephen Lam </p>
<p>The iPhone 8 and 8 Plus are also water resistant. (Photo by Justin Sullivan/Getty Images) </p>
<p>In addition to the improved quality, you’ll also get better colours and image stabilization compared to older models. (Photo by Justin Sullivan/Getty Images) </p>
<p>Fans of FaceTime will enjoy the 7MP HD cameras, and Retina Flash for better selfies. (Photo by Justin Sullivan/Getty Images) </p>
<p>The iPhone 8 and 8 Plus have similar sizes to their predecessors. (Photo by Justin Sullivan/Getty Images) </p>
<p>The Retina HD display has True Tone, which improves colours in your images. (Photo by Justin Sullivan/Getty Images) </p>
<p>Like the iPhone 7, the iPhone 8 and 8 Plus use wireless EarPod headphones. REUTERS/Stephen Lam </p>
<p>And like the iPhone X, you can wirelessly charge the iPhone 8 and 8 Plus on any Qi charger. REUTERS/Stephen Lam </p>
<p>Qi is a widely-used wireless charging standard, so you’ll be able to use third-party chargers for your device. (Photo by Justin Sullivan/Getty Images) </p>
<p>The new iPhone 8 starts at $829 CAD, while the iPhone 8 Plus starts at $1,059. (Photo by Justin Sullivan/Getty Images) </p>
<p>These models will be on sale for the holidays this year. (Select All) </p>
<p>Apple also announced Apple TV 4K at the Sept. 12 event. REUTERS/Stephen Lam </p>
<p>Apple TV 4K uses HDR, which means crisper images and improved colours. REUTERS/Stephen Lam </p>
<p>If you’ve already purchased HD movies from iTunes, they’ll be swaped with 4K versions at no charge. REUTERS/Stephen Lam </p>
<p>Apple also debuted the Apple Watch Series 3. (Photo by Justin Sullivan/Getty Images) </p>
<p>Music lovers will enjoy that you can stream Apple Music from your watch, and leave your phone at home. All you need is your EarPods. (Photo by Justin Sullivan/Getty Images) </p>
<p>Several new bands will be available, including these exclusive Nike ones. (Photo by Justin Sullivan/Getty Images) </p>
<p>The Apple Watch Edition is available in white and space gray ceramic. REUTERS/Stephen Lam </p>
<p>Hermes bands are available for the Apple Watch. REUTERS/Stephen Lam </p>
<p>If you want to listen to music, or take a call (thanks to the new cellular capabilties of the Apple Watch), this is all you need. REUTERS/Stephen Lam </p>
<p>Apple is partnering with Stanford to collect information about the heart rates of Apple Watch wearers. The watch will also notify the wearer if their heart rate is outside their typical resting zone when they don’t seem to be doing any physical activity. REUTERS/Stephen Lam </p>
<p>Familiar features like the circles are definitely still present on the Apple Watch Series 3. REUTERS/Stephen Lam </p>
<p>While more technology has been put in the Series 3, the latest Apple Watch increased very minimally in thickness, about the same as two sheets of paper. REUTERS/Stephen Lam </p>
<p>There are, of course, plenty more band options to choose from. (Photo by Justin Sullivan/Getty Images) </p>
<p>The Apple Watch Series 3 starts at $429 CAD with cellular and GPS functionality. (Photo by Justin Sullivan/Getty Images) </p>
<p>Preorders begin Sept. 15, and the Apple Watch Series 3 goes on sale Sept. 22. (Photo by Justin Sullivan/Getty Images) </p>
<p>Apple CEO Tim Cook speaks during an Apple special event at the Steve Jobs Theatre on the Apple Park campus on September 12, 2017 in Cupertino, California. Apple is holding their first special event at the new Apple Park campus. (Photo by Justin Sullivan/Getty Images) </p>
<p>A view of the Steve Jobs Theatre at Apple Park on September 12, 2017 in Cupertino, California. (Photo by Justin Sullivan/Getty Images) </p>
Tori Floyd
·Editor

Go inside the Steve Jobs Theater in Cupertino, Calif., for Apple’s unveiling of the latest iPhone, new Apple Watch and the HomePod. Here’s what’s on display.