Apple Debuts New iPhone X: Future of the Smartphone

Cupertino, CA - September 12th, 2017: During an immensely anticipated #AppleEvent today at 10 a.m. PDT, Apple held their most important product launch in years, finally releasing news on the new iPhone 8, iPhone 8 Plus, iPhone X and more!


Apple is marking the 10th anniversary of the first iPhone by releasing a line of new products including the iPhone X (pronounced iPhone 10), a highly anticipated and incredible piece of technology. Additionally, Apple announced upgraded versions of the iPhone, Apple Watch and Apple TV devices.


During the live stream Angela Ahrendts, Apple’s Senior Vice President of Retail, emphasized a dedication to “humanizing technology” while other members of the Executive Team explained exactly how each updated device showcases that exact sentiment.


  • iPhone X is the biggest leap forward since the original iPhone. It’s edge-to-edge display and comprehensive performance upgrades are only the beginning. With unparalleled Face ID capabilities there’s even more privacy and protection streamlined with your apps. The true depth camera system, improved by dual 12-megapixel cameras, and Animoji function are icing on the cake! Shipping November 3rd.


  • iPhone 8 and iPhone 8 Plus offers users a better camera and new design, including wireless charging and an improved battery life. Additionally, specially tuned lenses, sensors and processors offer smoother visuals when it comes to Augmented Reality for gaming purposes and beyond. Shipping September 22nd.
    • All new iPhones will run on the new iOS11 operating system featuring new software and comprehensive security systems. Updates available September 19th.


  • Apple Watch Series 3 is everything from cellular to swim-proof! It will feature built-in cellular data allowing users to connect to wireless data networks. Additionally, the bands are even more stylish and inspired by iconic fashion houses like Hermes, all while consisting of environmentally friendly materials. Shipping September 22nd.


  • Apple TV offers more detailed, lifelike images via 4K higher resolution capabilities and HDR video support. The update will also include available upgrades for your movie purchases as well as a dedicated tab for live sports viewing. Shipping September 22nd.


The biggest tech announcement of the year was live streamed from the newly constructed Steve Jobs Theater. This is the first keynote to take place at the intimate 1,000 seat auditorium located on “one of the highest points on [the] land,” which Apple CEO Tim Cook considers a reflection of the company’s innovative and iconic founder. Apple fanatics and tech insiders can read more about the details of this pricey and unique location here.


At Amber & Ash, we have a passion for protecting your most prized possession. For iPhone 8 cases, iPhone 8 Plus cases, iPhone X cases and more, we offer a line of stylish and durable accessories for phones, tablets and more! Amber & Ash was created by a team with extensive experience in tech accessories as well as a background in innovative design. We know that your phone holds all of life’s most important memories, so our goal is to help you protect your device with our high quality cases and more!


Amber & Ash is excited to announce that we will have cases and accessories available for the iPhone 8, iPhone 8 Plus and iPhone X shortly! If you would like more information about this topic, or to schedule an interview with Lauren Acosta, Amber & Ash’s Vice President of Marketing & Strategy, please email




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