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STORY: Apple unveiled two new iPhones on Tuesday with sharper and larger displays, confirming longstanding speculation it will move into a market segment dominated by arch-rival Samsung Electronics.

The pressure is on for the world's largest tech company to wow at its "special event" in Cupertino. The prospect of Chief Executive Officer Tim Cook unveiling the first device developed under his reign attracted a broader swathe of attendees than usual, with celebrities, fashion industry editors and even healthcare executives rounding out the mostly tech-industry crowd.