Apple bets on augmented reality to sell its most expensive phone

CUPERTINO, CA - SEPTEMBER 12: The new iPhone X is displayed during an Apple special event at the Steve Jobs Theatre on the Apple Park campus on September 12, 2017 in Cupertino, California. Apple held their first special event at the new Apple Park campus where they announced the new iPhone 8, iPhone X and the Apple Watch Series 3. Justin Sullivan/Getty Images/AFP == FOR NEWSPAPERS, INTERNET, TELCOS & TELEVISION USE ONLY ==

Apple Inc packed its US$1,000 (RM4,204) iPhone with augmented reality features, betting the nascent technology will persuade consumers to pay premium prices for its products even as cheaper alternatives abound. 

The iPhone X, Apple’s most expensive phone ever, was one of three new models chief executive officer Tim Cook showed off during an event at the company’s new US$5bil (RM21.01bil) headquarters in Cupertino, California, on Tuesday. It also rolled out an updated Apple Watch with a cellular connection and an Apple TV set-top box that supports higher-definition video.