Other expected highlights; Apple is also set to release a new version of Apple TV - one which will have the ability to play 4K video.
The iPhone X has edge-to-edge glass a la Samsung Galaxy and Galaxy Note; an OLED "super retina" screen (more vibrant colors than LCD); HDR display that supports Dolby Vision; "TrueDepth" camera; and a feature called "Animoji" that lets you record a message and choose an emoji to speak your message.
The successors to iPhone 7 and iPhone 7 Plus run on the new A11 Bionic chip that the company says has two performance cores (25 percent than last year's A10), and four high-efficiency cores (70 percent faster than A10).
WHO: CEO Tim Cook is expected to deliver the keynote address, doling out the company's biggest news items while bringing onstage a cast of high-level Apple characters who'll flesh out the details on each new product or service.
iPhone X will be available in 64GB and 256GB, price starting at $999. The company's Other Products unit, which includes the Watch, represented 6% of Apple's sales in its most recent quarter.
The presentation was taking place at the brand new Apple Campus in Cupertino, California this evening, and was streamed to millions across the world.
Tom Gruber, one of the co-inventors of Apple's Siri said at Ted this year that one day he's certain that artificial intelligence will be used to upload and access our memories. It is supposed to come back online after the iPhone X event comes to a close around 12 midnight. The Series 3 model will also have Apple Music available through cellular service. It is about $40 less than the iPhone X, though still more expensive than the iPhone 8 and iPhone 8 Plus.
The screen on the iPhone X is about the size of the current iPhone 7 plus, though the phone is smaller.
It may also boast facial recognition technology for unlocking the phone and wireless charging. Pre-orders on the phone begin on September 15 and go on sale a week later, on the 22.
Analysts predict that Apple will release three new models, and the top-of-the-line version will cost a jaw-dropping $1,000.
The iPhone has reached yet another round of reiteration, but Apple has surprisingly skipped the "s" name like it has been doing for the past couple of years. Apple said it's working with Netflix and Amazon Prime to bring their 4K originals to Apple TV, too. The original Series 1, without Global Positioning System, sells for $249, down from $269.
It certainly is exciting to consider the possibilities of my own personal cloud, my internet of one, with my favorite podcasts and health data and friends on social networks in my ears and at my fingertips in a kind of aurora of data that follows me wherever I go.