Apple banking on iPhone X factor

Tech giant hoping new $1,000 model will reignite sales growth

12th September, 2017
Apple has launched three iPhones a year since 2017. Pic: Getty

Chief executive Tim Cook showed off the iPhone X with an edge-to-edge screen during an event at the company’s new $5 billion headquarters in Cupertino, California, on Tuesday.

Cook pronounced the name "ten”, but it’s written as "X”. The device, coming a decade after the original model, is Apple’s first major redesign since 2014 and represents a significant upgrade to the iPhone 7 line.

Apple shares have gained about 40...

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