Apple introduces the iPhone X by showing off the much-awaited smartphone's display. Close-ups of the screen donning a cascade of glittering colors that swirl around one another are set to the track "Best Friend" by Sofi Tukker. Apple claims iPhone X runs on the powerful A11 Bionic chip, features new-and-improved cameras and can recognize your face out of a million other face using Face ID.

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“Say Hello to the Future.”
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Kiki Barnes ... Girl who winks with fox emoji
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TBWA \ Chiat \ Day (Creative Agency), OMD West (Media Agency)

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