Apple Unveils iPhone X, iPhone 8, New Watch and Upgraded TV Box

Apple unveiled its most important new iPhone for years to take on growing competition, according to Bloomberg.

CEO 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. 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.

The device starts at $999 and comes in 64 GB and 256 GB storage versions. Pre-orders start on Oct. 27 and the phone will be available Nov. 3, the company said. The price of about $1,000 is a psychological threshold for consumers that Apple will try to overcome with augmented reality features and other new technology.

The company also presented iPhone 8 and iPhone 8 Plus, successors to series 7 devices. Though it looks much like the previous model, it comes in a full glass cover. 8 and 8 Plus will be available Sep. 22 from $699 and $799.

Apple also unveiled a new Watch that can make calls and access the internet without an iPhone nearby. Watch Series 3 will use an existing iPhone phone number when making calls, Apple said. The LTE Watch starts at $399 and will be available Sept. 22.

Apple TV set-top box will be upgraded to handle higher-quality video. The new model can stream 4K video from the iTunes movie catalog and other apps and it also supports HDR video. It starts at $179 and will be available for order on Sept. 15.