CUPERTINO, CA - SEPTEMBER 10: Musician Elvis Costello (L) and Apple CEO Tim Cook look at the new iPhone 5S during an Apple product announcement at the Apple campus on September 10, 2013 in Cupertino, ... more 
CUPERTINO, CA - SEPTEMBER 10: Musician Elvis Costello (L) and Apple CEO Tim Cook look at the new iPhone 5S during an Apple product announcement at the Apple campus on September 10, 2013 in Cupertino, California. The company launched the new iPhone 5C model that will run iOS 7 is made from hard-coated polycarbonate and comes in various colors and the iPhone 5S that features fingerprint recognition security. (Photo by Justin Sullivan/Getty Images) less 
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Getty Images | Photo By Justin Sullivan / Getty Images
Tue, Sep 10, 2013 3:21 PM EDT