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Apple Announces iPhone 8, iPhone 8 Plus, and iPhone X

Apple Announces iPhone 8, iPhone 8 Plus, and iPhone X

"We think the new form factor and net new features/capabilities (wireless charging, AR enablement, 3-D sensing) added to the flagship device will drive accelerated device upgrades within AAPL's install base combined with increased switching activity".

This is the first product event for Apple at its new spaceship-like headquarters in Cupertino, California.

There are two reasons people aren't upgrading to the new model as fast as they used to: Mobile operators in the US and Europe have stopped subsidising handsets, and the annual changes to the smartphones have ceased to make a difference to many users.

Both phones will also support Apple's new AirPower charging mat, which is due for release in 2018. The Home button's Touch ID (fingerprint scanner) is replaced by FaceID, which scans your face to unlock the iPhone X. They have awarded outperform rating to Apple stock because of growing optimism and hype around the upcoming iPhone X "super cycle".

Apple says the iPhone 8 has an improved Retina Display featuring improved color gamut and better viewing angles over the iPhone 7.

An A11 Bionic chip keeps things ticking, while also allowing for a new generation of augmented reality (AR) apps, while the speakers are now 25% louder. Available with 64GB and 256GB of storage, the iPhone 8 and iPhone 8 Plus begin at $699 and $799, respectively.

The phones felt the same in our hands as the 7 and 7 Plus.

"Ultimately, we advise buying Apple shares on any weakness given the last two periods of meaningful iPhone growth acceleration (iPhone 4 in 2010-11 and iPhone 6 in 2014-15) produced elongated periods of AAPL share outperformance", she added. Despite this monumental achievement, the focus remained squarely on the tenth anniversary iPhone - now known as iPhone X. Perhaps, the most hyped smartphone ever, the fever pitch surrounding the "iPhone X" is intensifying every day.

It's already impressive that Apple has avoided steep revenue drop-offs everywhere except China, where the trend has been negative for quite some time.

Chief executive officer Tim Cook has done a stellar job of maintaining the brand's cachet and expanding the model range to appeal to a range of incomes. These were subtle but welcome.

With the Galaxy S8 and Galaxy Note 8 priced quite a bit cheaper than the iPhone X, Apple might find it difficult to convince consumers.