Apple's Chief Executive Officer (CEO) Tim Cook introduces new iPhone X during a special event in Cupertino, California, the United States on Sept. 12, 2017. Apple Inc. released a series of new products and services in Cupertino on Tuesday. (Xinhua)

SAN FRANCISCO, Sept. 12 (Xinhua) -- Apple Inc. rolled out Tuesday its latest version of iPhone with new features on the 10th anniversary of its line of smartphone.

Tim Cook, Apple chief executive officer (CEO), briefly introduced the new phone, named iPhone 8, while other executives provided more details about the flagship product.

With new camera, other new hardware components and new software to support the hardware, iPhone 8 is claimed to be able to bring better pictures, videos and games, plus augmented reality (AR) features.

AR is a technology that superimposes a computer-generated image on a user's view of the real world, thus providing a composite view.

In addition, in what Cook called "one more thing," Apple also introduced iPhone X, a smartphone apparently slightly more distant than all previous versions from the original iPhone, which inaugurated 10 years ago.

For instance, it has what is called "face ID," for logging into the device with the user's face.

The special event at the Steve Jobs Theater, inside the technology company's new headquarters complex, known as Apple Park, in Cupertino, Northern California, was anticipated because an upgraded version of iPhone is expected as the smartphone's 10th anniversary edition.

The iPhone X, literally iPhone 10, is Apple's response to the anticipation.

It was on Jan. 9, 2007, that Steve Jobs, the late CEO and Cook's immediate predecessor, introduced iPhone as "a revolutionary product."