The new iPhone 8 and 8 Plus were also announced, with Mr Cook calling the phones a "huge step forward" for the device.
Apple has dismissed reports picked up by the likes of Business Insider which claim the new iPhone may not make it onto shelves this year due to supply chain issues and "technical challenges", although huge demand for the new smartphone means there could be a limited supply for the first few months in the run-up to Christmas. The starting price is $999 or, such is the state of the pound, £999 for the entry level 64GB model. The iPhone X model that features the 256 GB storage will cost $1,149 in the United States and 1,149 pounds in the UK.
Investors and fans had viewed the 10th anniversary iPhone launch as an opportunity for Apple to refresh a smartphone line-up that had lagged the competition in new features.
Apple typically launches new iPhones in September and a big jump in sales usually follows in the holiday quarter, as users tend to upgrade devices when new phones sport significant design changes. The retail price the company has suggested for the USA market excludes sales taxes, while the suggested United Kingdom price includes the VAT (value-added tax).
People try out the new iPhone X during a media event at Apple's new headquarters in Cupertino, California on Tuesday. The battery in iPhone 8 Plus is said to offer up to 21 hours of talk time, and up to 13 hours of Internet use. The iPhone 8 series may not quiet Apple's critics, though-it's still essentially the same as the iPhone 7 series, and all the big innovation is confined to the iPhone X.
The 64GB iPhone 8 Plus costs US$799 (RM3,360) and the 256GB costs US$949 (RM3,990). To wake the device users just tap the screen or lift the iPhone, while control centre is now accessed by swiping down from top right corner of the phone.
Most of the hardware features introduced in the iPhone X, such an edge-to-edge OLED screen, a facial recognition solution, however, are already getting outdated, according to analysts. The iPhone X reveal was a little bit like opening the Christmas presents you saw hidden in your parent's closet back in November.
So how good is the iPhone X? NST gets a close-up look
Apple has a reputed track record for introducing number-crunching processor upgrades with each subsequent update to its iPhone lineup.
So... is it iPhone X or iPhone 10?
Starting from selling the Kidney to the land for sale kinds of jokes, netizens left no stone unturned in taking digs at the price of this rich phone.
Apple unveiled the Apple Watch Series 3 smartwatch on Tuesday at the mega event. "What Apple doesn't want is for people to want the best but not be able to afford it and therefore hold onto their existing phones rather than buying what they consider second best", Dawson said in a blog post. Last year's iPhone 7 started from $1,048.
I don't think the first part would necessarily be a problem; I'm sure Samsung Display would be more than happy to build out additional OLED display capacity for Apple if Apple would be willing to commit to purchasing enough displays to keep those factories at high utilization rates.
For the first time ever, Apple is releasing three new phones.
The device with 2046 X 1125 resolution supports HDR in Dolby Vision, HDR10 and True Tone and comes in Space Grey and Silver colours with "Super Retina" display.