iPhone X: Catch-up or revolution?
OPINION: The new premium iPhone has a slew of new features including new screen technology, face scanning, and wireless charging.
When describing the iPhone X at its unveiling on Wednesday, Apple executive Phil Schiller said: "There has never been anything like it."
It's probably more accurate to say there's never been an Apple phone like the iPhone X.
That's because all those features have appeared on other phones. The Samsung Galaxy Note 8 actually includes all those features plus it's a few hundred dollars cheaper.
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That also means Apple wasn't quite on target with another quote from the event. Chief executive Tim Cook referred to a quote from ice hockey great Wayne Gretzky: "I skate to where the puck is going to be, not to where it has been."
Apple has just skated to where the puck is.
The iPhone X now has comparable features with all other phones on the market. It may even be the best phone, but we won't know that until it's been reviewed and a full range of specifications - such as battery size and RAM - have been released.
However, what is certain is that this is the best iPhone ever made. It completely overshadowed the announcement of the iPhone 8, which now looks a bit plain.
I expect the iPhone X to sell very well despite being the most expensive phone for sale.
Ten years ago, Apple revolutionised the smartphone with the release of the first iPhone. Apple led and everyone followed.
Now, Apple is more about refinement than revolution. Its strength lies in its ability to perfect a design or feature. I'm sure its new screen will look amazing and its wireless charging will work perfectly.
Proof of this refinement theory will lie in its face scanning tech which replaces the fingerprint scanner. Google and Samsung have both had problems with it so it'll be interesting if Apple can perfect it.
Apple's other strength is its legion of fans, and for them, they won't care about hockey pucks or quotes as the iPhone X will be best iPhone they've seen.