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When Apple schedules one of its big product unveilings, sports fans don't usually figure that will affect the way we watch our favorite games.

Apple iPhone X and iPhone 8 devices are pretty much most anticipated smartphones, and finally, we will be getting official info from Apple live event. Philip Schiller, Apple's Senior Vice President of Worldwide Marketing, took to the stage in San Francisco to announce the new iPhones.

Update 1: The Amazon Effect now extends into Apple keynote addresses.

APPLE launched its most expensive iPhone ever this evening - but it's first ever outing didn't quite go to plan.

A new Apple Watch and Apple TV streaming box could also be among the new products showcased by the technology giant.

Apple also unveiled a new iPhone 8 and a larger 8 Plus with upgrades to cameras, displays and speakers.

The event, opened in a darkened auditorium, with only the audience's phones gleaming like stars, along with a sign that said "Welcome to Steve Jobs Theater".

As rumored, Apple is releasing a new generation of the Apple TV that supports both 4K resolution and High Dynamic Range. The pre-orders will begin by September 15.

Arguably the most exciting new feature of all three new phones is the "wireless charging" now available when the phone sits on a charging pad.

iPhone X dumps the bezels and home button of previous models in favor of an all-screen display.

Navigate on your iPhone or iPad to www.apple.com/apple-events/september-2017 and you'll be able to tune-in. You nearly certainly do not need what new functions this phone has.

On Tuesday, Apple also revealed the Apple Watch Series 3, which is cellular-enabled.

"We have some great news about the future of Apple Watch", Cook said, boasting that it has become the No. 1 watch in the world with a 97 percent customer satisfaction rating. The company also previewed a few new features coming to iOS 11, such as augmented reality.

The iPhone went by the name of "Purple" and its development team sat in a room called the Purple Dorm. Apple will likely add the ability to stream 4K video on the set top box, just in time for Apple's latest push into original content. The analysts have an average price target of $176.18 a share, about 8.2% higher than the company's current price.