Face recognition, an OLED screen and a £999 price tag will grab all the headlines. But software developers around the world were waiting on one thing from the Apple event - more news on augmented reality.
And slap bang in the middle of the iPhone 8 unveiling, a long section about AR, and a demo from a games developer - a clear signal that the company sees the technology as a key attraction in its new phones.
Back in May, Apple released ARKit, its augmented reality development tool, hoping that developers would rush to try it out and give the company a lead in the fast growing technology, which imposes virtual objects on the real world. And it has done just that.
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