Apple has unveiled an expensive new phone and other consumer-incentive products at a choreographed event that was not unlike the gathering of a cult It opened in a darkened auditorium in Cupertino, California with only the iPhones of those present visible in the murk. A message said “Welcome to Steve Jobs Theater.” Then came a voiceover from Jobs himself, Apple’s co-founder who died in 2011. Finally, there was the next guru of Appledom, CEO Tim Cook. “Not a day that goes by that we don’t think about him,” Cook said. “Memories especially come rushing back as we prepared for today and this event. It’s taken some time but we can now reflect on him with joy instead of sadness.” Even in death, Jobs was selling the iPhone it seemed. The world had to wait until after the revelation of the new iPhone 8 and a larger 8 Plus with upgrades to cameras, displays and speakers before hearing about the iPhone X. That’s “ten” to you in Roman numeral talk. Whether $999 US is a conscionable price for the phone is another question. It has no thumb button. Face recognition will open and close it. The screen bleeds to the outer limits of the phone so presumably the screen contains the casing.