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iPhone X (Roman numeral "X" pronounced "ten", although colloquially, sometimes pronounced as the name of the letter) is a smartphone designed, developed, and marketed by Apple Inc. It was the eleventh generation of the iPhone. It was announced on September 12, 2017, alongside the iPhone 8 and iPhone 8 Plus, at the Steve Jobs Theater in the Apple Park campus. The phone was released on November 3, 2017, marking the iPhone series' tenth anniversary.