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As it happenedended

iPhone X live updates: Apple reveals its most ambitious device ever – latest

Andrew Griffin
Tuesday 12 September 2017 11:47 BST
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Meet the iPhone X

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Apple just held its biggest event of the year. And it launched its biggest product of the year, the iPhone 8 – before going ahead and announcing an even bigger one, the iPhone X.

There was actually three phones: the cheaper iPhone 8, and the premium and more expensive X.

And that wasn't all – there was also an updated Apple Watch, an even better looking Apple TV, and software updates for most of Apple's products.

Follow along here for all the latest updates from Apple's big event, as well as before and after.

Please allow a moment for the liveblog to appear.

We're going to get an update on retail, from Angela Ahrendts, Apple's head of retail. (She's also the ex-head of Burberry, and has the most interesting clothes that've probably ever been spotted in an Apple launch event.) She's talking about the new stores.

Andrew Griffin12 September 2017 18:12

She's taking everyone through the new "features" of the Apple Stores. Those include the "genius grove" – where people can relax while at the shop – and the "avenues", which are sort of like relaxed shelves. This is all very nice but Apple clearly knows that they have everyone's attention – because we want iPhones...

Andrew Griffin12 September 2017 18:14

This is all fine, and is a nice little presentation. But you wouldn't have thought Apple would have these 15 minutes to spare on talking about shops – it's supposed to be releasing three new phones, not to mention the Apple TV and an updated Apple Watch...

Andrew Griffin12 September 2017 18:16

Ms Ahrendts announces that the iconic glass cube Apple Store in New York is going to re-open. And the audience – I'm not sure why – applauds.

Andrew Griffin12 September 2017 18:17

We're nearly at the 20 minute mark, and Apple hasn't really announced anything apart from some new Apple Stores.

Andrew Griffin12 September 2017 18:18

Here come the products!!! At last. First up, it's the....

Apple Watch!

Andrew Griffin12 September 2017 18:19

Andrew Griffin12 September 2017 18:19

Last year, Apple said the Watch was the number two watch in the world. Now it's the number one watch!

Andrew Griffin12 September 2017 18:20

The company don't seem to be in a special rush. We're now watching a video about people who like the Apple Watch, talking about why they do so. Still no new products.

Andrew Griffin12 September 2017 18:21

It's a lovely little video, with people talking about how the Apple Watch has made them more active. (So perhaps we can presume there'll be more fitness features in the Apple Watch? But who knows??)

Andrew Griffin12 September 2017 18:22

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