Apple puts its faith in augmented reality to drive sales of its $1,000 iPhone
The company launched its most expensive phone ever, an updated Watch with a cellular connection and a TV set-top box that supports higher-definition video
San Francisco — Apple packed its $1,000 iPhone with augmented reality (AR) features, betting the nascent technology will persuade consumers to pay premium prices for its products even as cheaper alternatives abound. The iPhone X, Apple’s most expensive phone ever, was one of three new models CEO Tim Cook showed off during an event at the company’s new $5bn headquarters in Cupertino, California, on Tuesday. It also rolled out an updated Apple Watch with a cellular connection and an Apple TV set-top box that supports higher-definition video. The event marked the 10th anniversary of the original iPhone and started with a remembrance of the late co-founder Steve Jobs. The product announcements were greeted with enthusiasm but little surprise by analysts, investors and fans of the company’s products. The Watch capabilities pushed Apple shares up more than 1%, but the iPhone X had few ground-breaking features that were not already telegraphed, and the stock gave up those gains to end the ...
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