“Ten years later it is only fitting that we are here in this place, on this day to reveal a product that will set the path for technology for the next decade,” Cook said, calling the iPhone X “the biggest leap forward since the original iPhone.”

The iPhone X has an edge-to-edge screen and uses facial recognition to unlock the device, and improved “super retina” display with improved graphics and resolution.

Apple senior vice president Phil Schiller said the glass-body iPhone 8 and 8 Plus handsets were the first smartphones “really created for augmented reality,” with improved power and graphics over their predecessors. It will have a longer battery life during last two hours, even more than iPhone 7.

Apple also unveiled an updated smartwatch and an upgraded streaming video system for 4K high-definition television.