Apple had a very embarrassing moment on Tuesday as it rolled out its much-anticipated iPhone X.

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.

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The iPhone X’s $999, about 360,000-naira price still raised eyebrows, and its November 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.

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