be integrated dolby on pace for the best in more than a year $59 and change right now >>> apple justed the highly anticipated iphone 10 calling it the future of a smart phone with an all-grass design facial recognition it comes with a hefty price tag, it starts at $999. >> is it worth it? everybody's asking hey, let's ask dan rayburn from frost consultant it is an aspirational phone. let's face it. is it worth 1,000 bucks. >> here's the thing you have to look at, the samsung galaxy is only $100 cheaper and it has better specs and better front-facing camera. apple's done something well. they can drive demand for a higher tier product. apple ties software to hardware so well, that a lot of people buy it for the software as well. i think they're going to sell a lot. >> it's interesting, the $999 number doesn't matter, it's 42 bucks a month, i guess people have to pay up front for -- >> like a mortgage don't look at the whole price, how much per month. >> or a car. i mean, so many people, especially young people, living their lives on a month to month basis the way they play for netflix