Apple Inc has rolled out its much-anticipated iPhone X, but it came with a hiccup on Tuesday.
The glass and stainless steel device with an edge-to-edge display that Chief Executive Tim Cook called "the biggest leap forward since the original iPhone," created an embarrassing moment for the company when one of the features, the face ID, refused to work.
This happened when Apple Senior Vice President Craig Federighi, tried to unlock the phone with his face, during the on-stage presentation.
But the hitch was only temporary as the device unlocked on the second attempt.
The launch contained few surprises, with leaked details on the phone and other products including an updated Apple Watch proving largely accurate.
The iPhone X's $999 price still raised eyebrows, and its Nov. 3 ship date prompted questions about possible supply constraints ahead of the holiday season.
Investors and fans have viewed the 10th-anniversary iPhone launch as an opportunity for Apple to refresh a smartphone lineup that had lagged the competition in new features. Last year the company's revenue declined when many consumers rejected the iPhone 7 as being too similar to the iPhone 6.
The new Apple Watch for the first time will be able to make calls and access the internet without the customer carrying an iPhone - a major upgrade that one analyst predicted would more than double watch sales.
The iPhone X has wireless charging, an infrared camera and hardware for facial recognition, which replaces the fingerprint sensor for unlocking the phone. The home button is also gone, and users instead tap the device to wake it up.
Apple normally ships new products within a week or two of announcing them, though the company said the later date was consistent with earlier guidance to investors.
"It's great to have a product but we'd have liked it sooner rather than later, more like the beginning of October or mid- October," said Kim Forrest, senior equity research analyst at Fort Pitt Capital Group in Pittsburgh.
Apple shares closed down 0.4 percent. They had traded as much as 1 percent higher during the launch event before reversing course. The shares are up almost 40 percent on the year.
Tim Ghriskey, chief investment officer of Solaris Asset Management in New York, said he was not worried about the ship date and liked the new phones features, but also flagged a lack of surprises.
"It's sell on the news," he said. "They didn't talk about the evolution of Apple beyond the iPhone and into artificial intelligence."
The screen on the iPhone X is about the size of the current iPhone 7 plus, though the phone is smaller. It features richer colors thanks to a new screen technology called OLED that other vendors are also rolling out.
Photos of the phone below;