iPhone X is Apple's latest attempt at a Samsung killer. But it's coming late.

USA TODAY goes to the Apple hands on room to check out the iPhone X, 8 and 8 Plus and Apple Watch. Phil Schiller, Apple's senior vice president of worldwide marketing talks about the new'True Depth Camera System' in the iPhone X that allows facial recognition. New theater named after its iconic co-founder. With its flying saucer-shaped campus Apple Park as a backdrop, Apple gave a glimpse of the future with iPhone X -- a shimmering, edge-to-edge glass model with OLED screen, facial recognition to unlock the phone, wireless charging and talking emojis. A link has been posted to your Facebook feed.