Apple's new toy: iPhone 5

Apple CEO Tim Cook introduces the iPhone 5 - a lighter, thinner and more powerful version of its iconic mobile device, staking its claim to leadership in the red-hot smartphone market. AP Photo

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Apple CEO Tim Cook introduces the iPhone 5 - a lighter, thinner and more powerful version of its iconic mobile device, staking its claim to leadership in the red-hot smartphone market. AP Photo

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1/12 Apple CEO Tim Cook introduces the iPhone 5 - a lighter, thinner and more powerful version of its iconic mobile device, staking its claim to leadership in the red-hot smartphone market. AP Photo

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Phil Schiller, Apple's senior vice president of worldwide marketing, speaks on stage during an introduction of the new iPhone 5 in San Francisco. AP Photo

2/12 Phil Schiller, Apple's senior vice president of worldwide marketing, speaks on stage during an introduction of the new iPhone 5 in San Francisco. AP Photo

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Phil Schiller announces the new iPhone 5 during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo

3/12 Phil Schiller announces the new iPhone 5 during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo

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Scott Forstall, Apple's senior vice president of iOS Software, demonstrates a new mapping feature showing Big Ben in London during an introduction of the new iPhone 5 in San Francisco. AP Photo

4/12 Scott Forstall, Apple's senior vice president of iOS Software, demonstrates a new mapping feature showing Big Ben in London during an introduction of the new iPhone 5 in San Francisco. AP Photo

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Scott Forstall speaks about software for iPhone 5 during an Apple event in San Francisco. AP Photo

5/12 Scott Forstall speaks about software for iPhone 5 during an Apple event in San Francisco. AP Photo

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Phil Schiller introduces the iPhone 5 during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

6/12 Phil Schiller introduces the iPhone 5 during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

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Scott Forstall speaks about iPhone5 apps during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

7/12 Scott Forstall speaks about iPhone5 apps during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

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Phil Schiller introduces the iPhone 5 during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

8/12 Phil Schiller introduces the iPhone 5 during Apple Inc.'s iPhone media event in San Francisco. Reuters Photo

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Phil Schiller announces the new iPhone 5 during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo

9/12 Phil Schiller announces the new iPhone 5 during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo

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Phil Schiller speaks about iSight in the iPhone 5 during an Apple event in San Francisco. AP Photo

10/12 Phil Schiller speaks about iSight in the iPhone 5 during an Apple event in San Francisco. AP Photo

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Phil Schiller speaks about camera quality of the iPhone 5 during an Apple event in San Francisco. AP Photo

11/12 Phil Schiller speaks about camera quality of the iPhone 5 during an Apple event in San Francisco. AP Photo

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The new iPhone 5 is displayed during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo

12/12 The new iPhone 5 is displayed during an Apple special event at the Yerba Buena Center for the Arts in San Francisco, California. AFP Photo