By Brian Heater.
The X is the phone for a world where pricing isn’t an obstacle for users who simply want the latest and best of everything packed into one device. It’s at once fan service as the phone hits a big milestone and a tactic acknowledging that we’ve crossed a threshold into a world of truly premium flagships where a $999 price tag is, for many, an afterthought.
It’s not the iPhone for everyone. Tim Cook happily acknowledged as much onstage when he debuted the 8 and 8 Plus, which, to many onlookers were the 7 and 7s in everything but name. The iPhone X finds Apple accelerating toward technologies it’s clearly been dancing around for a number of years. The display is OLED — something the company calls “Super Retina.” This is Apple’s first play at edge-to-edge, completely ditching the home button in the process.
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