Apple had high expectations to fulfil ahead of the launch of the iPhone X, and one thing’s for certain: it didn’t back away from them, James Titcomb writes.
Tim Cook called it the biggest leap forward since the original iPhone, and nothing less than “the future of the smartphone”.
It’s a bold statement, but one Apple had to make. Samsung’s Galaxy S8, released earlier this year, attempted to position the company as the industry’s new flag bearer when it comes to design, and though Apple will insist it doesn’t matter what rivals say, it wasn’t going to take that lying down.
So the iPhone X (the X is a “ten”, not an “x”) comes with fighting talk.