[APPLAUSE] This is iPhone X. Apple hopes good things come in threes. The company launched three new iPhones, the iPhone 8, 8 plus and the iPhone X to mark the tenth anniversary of the device. To reveal a product that will set the path for technology for the next decade, The X is the first iPhone to have an edge-to-edge 5.8 inch OLED screen, wireless charging, and no home button. I think that's going to be a point of discomfort for a lot of people. It's great to go all screen. At the same time, it is the thing you press for comfort. To navigate, you use gestures. So now, if you wanna go to the home screen, You simply swipe up from the bottom. Front facing cameras and sensors create a depth map of your face. Instead of a fingerprint you log into your phone with facial recognition. Every time you glance at your iPhone X, it detects your face The flood illuminator. Even in the dark. All these features come at a price, with the iPhone X starting at $999 for the 64 GB model. There is a definitely a market for a $1000 phone. Apple's already there. They already have, basically, $1000 phones, depending on the configuration. The iPhone 8 and 8 Plus keep the home button but get a new processor and wireless charging. The Apple Watch Series 3 has a built-in cellular connection that lets you make calls and get notifications without a phone. And the number is the same number as your iPhone. You don't have to manage a separate number. And the Apple TV streaming box gets a resolution boost to 4K. The iPhone X enters a competitive market with the Samsung Galaxy Note8 setting preorder records and Google's new Pixel phone expected next month. The iPhone 8 and 8Plus go on sale September 22nd and the 10 on November 3rd. In San Francisco Lexi Cervedes CNET.com for CBS News.