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We Take an Exclusive First Look at the iPhone X at the Apple Store in New York

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The iPhone X released for pre-order last week and, ahead of the first batch of handsets arriving in store on November 3, Highsnobiety got to visit the Apple Store in New York for a hands-on look at the new device.

We tested the X’s FaceID feature, its new camera abilities, and, most importantly, the Animojis to see how they stack up in Apple’s most expensive and most limited iPhone yet.

Check out the video above for a preview of what could be yours starting at $999 and let us know if you are copping or have copped Apple’s latest and greatest.

If you ended up copping, brace yourself, because iPhone X repairs are not cheap.

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Technology

PUMA Unveils Game-Changing Fit Intelligence Technology

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PUMA today announced its latest footwear technology. Dubbed Fit Intelligence (Fi), it is the successor to AutoDisc, which launched just two years prior.

According to the German sportswear giant Fi “is designed to automate, fine tune, and adjust performance fit for PUMA footwear.”

With Nike building on its auto-lacing technology with the Adapt BB and adidas forging ahead with its accelerated footwear production at its SPEEDFACTORY locations, PUMA looks to bring its own, game-changing technology to market.

The first Fi footwear to launch is a running shoe that employs a micromotor that powers a cable lacing system. Simply gesturing up or down on the forefoot Fi module tightens or loosens the lacing system. Additionally, it comes with a smart sensing capability that adapts to the shape of the foot of each wearer.

Using an app, sneakerheads can monitor, adjust, and fine tune their Fi-equipped footwear.

“We have created a product that speaks to the future of sport which is life in motion. It’s fast and changing all the time,” said Charles Johnson, PUMA’s Global Director of Innovation.

Fi is the latest step in PUMA’s continued attempt to push the boundaries of performance and lifestyle product. In 1968 PUMA debuted the first laceless sports shoe with Velcro™ straps and followed that up in 1991 with the first cable closure, seen on the PUMA Disc.