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Tim Cook reckons $999 is a value price for the iPhone X

21 September 2017

Held on September 12, the Cupertino, California, company showed off its next slate of phones with the iPhone 8 (with Plus version available) and the X, their new "ultra" phone set to rival Android's already present set of OLED powerhouses.

The iPhone X's lofty price hasn't gone unnoticed, and some critics have said it's too expensive. He also talked about carrier deals and discounts that make the iPhone X a little cheaper. And if you want an affordable device, you can go for the iPhone SE, iPhone 7, or 7 Plus.

"When your phone can see you, and see the world", he continued, "it will change what a phone is, and does, and can be".

Apple showcased Face ID at the September Launch event of the iPhone recently, touting technology which had already been long tried by Android counterparts and faded due to their impracticality or bad implementation.

Especially impressive was the performance of the A11 Bionic processor in the new 8s.

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Matthew Panzarino focused on the iPhone 8 camera improvements in his review, hailing the feature for having no shutter lag and highly improved flash image quality.

Heather Kelly said the Portrait Mode filters on the iPhone 8 require a few tries to get right but notes the device would be appealing to early adopters.

TechCrunch's Matthew Panzarino said his iPhone 8 review was "a camera review" and that most upgraders should think about that feature most. But for the iPhone 8 and 8 Plus, the availability window is only 1-2 weeks. It sports a new design with a bezel-less 5.8-inch display and a glass back. "So, when we look at it the phone - the iPhone in particular - has become so essential in our daily lives, people want it to do more, more, and more and so we built more and more technology in to be able to do that".

Like other reviewers, Velazco preferred the 8 Plus over the 8. "Its 12-megapixel dual camera is one of the best we've used, and its bigger battery means it'll stick around longer on a charge than the iPhone 8". "Don't buy the spendiest one", Fowler concludes. Apple, however, has argued that the iPhone X the "future" of smartphones.

The 8s aren't revolutionary like the X. They represent a continuation of what Apple has been doing for some time: tweaking and improving phones each year, noted James Titcomb for The Telegraph.

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iPhone 6: The base model of the iPhone 6, introduced in 2014, was initially priced at $649. The 8 sells for $699 and the 8 Plus for $799.

Because of this, Apple confirmed that the shipping date relies on the type and model of the device as well as the country of the user.

"They're really just an s upgrade", he told TechNewsWorld.

Count on face recognition and good-looking selfies to overcome the sticker shock of Apple's most expensive phone to date.

"Apple has never been about selling the most of anything".

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Those connoisseurs will be a minority - although a substantial minority - of iPhone buyers, however. The worst fears of many came true last week, with Apple confirming that the new handset would start at $999, but according to Cook we're thinking about it all wrong.