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THE iPHONE SHOW (UPDATE)

Apple unveiled the iPhone X, iPhone 8 and the iPhone 8 Plus today at the first-ever event at its Steve Jobs Theater.

Apple CEO Tim Cook said the technology in the iPhone X "is the biggest leap forward since the original iPhone." It has a 1m:1 contrast ratio, 2.7m pixels and it wakes up with just a tap (there's no home button). Also: more emotive emojis!

Key improvements for the three new phones are a (much) better camera, wireless charging, stronger glass faces and aluminum bodies plus a faster chip. Whether or not this qualifies as an improvement depends on whom you ask. The unit plays 25% louder and has a deeper bass than its predecessor.

The iPhone 8 starts at $699 and the iPhone 8 Plus starts at $799; preorders start Friday and the phones will be available 9/22.

Along with the iPhone introduction, Apple Music will let users create profiles and follow others to see the music they are listening to. At iTunes, version 12.7 gets decluttered with the elimination of apps, iTunes U, Internet Radio and Ringtones.

Apple also unveiled a $179 set-top box for Apple TV, that will be able to stream 4K content in that resolution. Eddy Cue said 4K titles would cost the same to rent as HD shows.

The HomePod speaker, Apple's device to compete with Amazon's Echo announced earlier this year, was not mentioned during the presentation. It's scheduled for a December release. 

If you're wondering the "X" is pronounced the way you would a pope or a Super Bowl—10. By jumping to 10 from eight, The Beatles' Apple continues to own "number nine, number nine, number nine." 

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