As always, you know it's time to pay attention when Apple (AAPL - Get Report) announces it has "one more thing." 

To cap off a presentation that included announcements concerning the new Apple Watch Series 3, the Apple TV and the iPhone 8, Apple revealed its special 10th anniversary iPhone X. 

The phone attempts to be one of the first of its kind, abandoning the home button and instead opting for 3D Touch and a facial recognition software, Face I.D. Apple says the new technology will reduce the chances of a random person unlocking your phone to 1 in a million. 

Like the iPhone 8, the phone will also feature wireless charging capabilities. 

And for emoji fans, the phone features an animoji software which will use your facial expressions to animate some of your favorite emojis.

As expected, the phone carries a steep price tag of $999. You'll be able to order yours at the end of October. 

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