In an event held in California on Tuesday, Apple launched its much awaited iPhone X, the tenth-anniversary phone along with iPhone 8 series, and Apple Watch
Designed with OLED the new screen technology phone features rich colours.
Apple replaced the fingerprint sensor with facial recognition for unlocking the phone.
However, the company was embarrassed during the event when the face ID unlock did not work on its first attempt.
Chief Executive Tim Cook called iPhone X "The biggest leap forward since the original iPhone."
Apple launched its tenth anniversary Apple iPhone with all new features as the company had faced rejections with its previous launch of iPhone 7 when many consumers claimed iPhone 7 to be the replica of iPhone 6.