We are here at the Apple event.

It's September 12th.

We're at the Steve Jobs theater.

This is the big event right here.

This is the iPhone 10.

You are looking at an emoji.

This is using Face ID, the new face unlock feature.

All of this utilizes these new cameras on back,

the new depth sensing cameras.

You'll notice, right off the bat,

that the orientation is different.

It was horizontal in the seven plus.

It's flipped over.

It does a ton more depth sensing and

there is a lot of interesting applications for that.

It also does some security features as well, so this will

actually unlock your phone, using face unlock.

It will tie to Apple Pay as well.

They're using some machine learning.

It's going to learn how your face

changes over time, and adapt to it.

There's an IR camera in the middle, as well.

So that means, among other things, this will actually be

able to do all of these things in pitch black.

Moving to the front of the device,

it's clear what's new here.

The home button is completely gone.

Virtually bezel free.

There is a little black space around the sides and,

obviously, the thing that will really stick out to you,

it's slightly larger than you saw on the essential phone.

It moves from side to side up there, so this is basically

kind of a no man's land, where the front

facing camera lives.

But, iOS is going to adapt to use that real estate.

Among other things, you've got this

OLED display on the front.

Highest resolution on any of their products.

It's really brilliant.

Adaptive as well.

So, from one point of the screen to another,

there's consistency across it.

It's much better at displaying real life colors as well.

There's a dedicated Siri button on here.

The reason why they're doing that, again,

is because the home button is completely gone.

That said, if you don't wanna use face ID,

you can actually touch the middle of the

screen to unlock the phone.

This is not my phone.

Which is why I was not able to unlock it.

This is going to run you 999 dollars.

It's a big part of the premium pricing,

and that's also a big part of the fact

why you're not able to actually buy this thing right now.

It will be up for pre-orders on October 27th,

and it will start shipping on November 3rd.

Yeah, so this is the iPhone ten.

This is a very, very expensive product from Apple.

This is what happens when the company

just completely gets rid of all restrictions

and tries to make the nicest device

it possibly can, and they appear to have succeeded.