Apple unveils new iPhone - X

Photo: Apple Inc

CUPERTINO, Calif. (AP) – Apple is releasing a super-premium iPhone with a super-premium price tag, starting at $999.

While Apple is continuing to update its existing, cheaper models, the new iPhone X - pronounced like the number 10 - will have a screen with higher resolution and ``OLED'' technology for richer colors.

It will also lose a distinct home button to make more room for the 5.8-inch display, which is slightly more than the Plus model's 5.5 inches. The features are similar to what Samsung offers.

The new design will enable new ways to interact with the phone. Instead of pressing the button to get the home page, you swipe up instead.

Apple is also offering the ability to unlock the phone with facial recognition rather than a fingerprint or passcode. Though some Android phones offer this, Apple is adding sensors to improve performance and says it worked with mask designers during testing to improve security. An executive initially failed to unlock the phone this way in a demo Tuesday, though.

The new phone, which is coming Nov. 3, will also permit animated emojis that mirror your facial movements and promises two more hours of battery life than what's in the current iPhone 7.

Such an iPhone has been widely anticipated for the iPhone's 10th anniversary and comes just weeks after Samsung unveils its own super-premium phone, the $930-and-up Galaxy Note 8.

New smartwatch

Apple is also coming out with a new smartwatch designed to be less dependent on the iPhone.

Apple Watch will still require a companion iPhone. However, a new model comes with cellular access, so it will be possible to do more - such as receiving messages - while the phone is at home. It will require a data plan, which typically costs $5 or $10 a month.

Since the original watch's debut in April 2015, Apple has been trying to enable more stand-alone features. Last year's model, for instance, introduced GPS capabilities, so that the watch can measure runs and bike rides more accurately without the iPhone nearby.

The new cellular model, called Series 3, will start at $399. One without cellular goes for $329, down from $369 for the comparable model now. The original Series 1, without GPS, sells for $249, down from $269. The new watch comes out Sept. 22.