When Apple chief Tim Cook declared the iPhone X "the biggest leap forward since the first iPhone" at his latest launch extravaganza, you couldn't help but wonder if he was referring to its features or its price.
With the top-end model costing £1,149, customers are paying a premium to swap their fingerprint sensor for a facial scanner and the ability to make an animated monkey or poo emoji copy their bemused looks.
In opting to refer to the model as "ten" rather than "x", the firm has also thrown its naming convention into a bit of confusion - will there ever be an iPhone 9 - or indeed IX?
Of course, that's a problem for another day. And the internet has had plenty else to chew over in the meantime...
The two biggest questions for me focus on the iPhone X's most daring design change, ditching the home button. Will it actually make the phone more convenient to use? And will using your face to unlock the phone benefit you, or is it just a workaround?
The iPhone X may be the most powerful iPhone ever, but compared to almost any other Android flagships, it's hard to pick out a category where it leads the pack - at least on paper when comparing raw specifications. But if Apple has shown one thing time and again with every iPhone generation, it's that optimisation of hardware and software matter just as much - if not more.
Wall Street Journal
The iPhone X's new design - a 5.8in, edge-to-edge display -has raised hopes that it can reverse Apple's fortunes in China, where sales have fallen six straight quarters. Chinese consumers are more influenced by a phone's appearance than consumers in other markets, and Apple had kept the same appearance for three years.
A $1,000 iPhone could add as much as 6% to Apple's 2018 earnings per share... but that depends on the iPhone X being a hit, and there's more competition from lower-cost Chinese competitors such as Huawei and Xiaomi, which timed the introduction of their new phones around Apple's launch to attract customers who may be deterred by the iPhone X's price.
Apple has crafted a stunning new flagship. In a time when existing iPhones were starting to look a little - dare I say - pedestrian in comparison to what Samsung, LG, and others were doing in hardware, the iPhone X has accelerated through and can spar with the best of them.
What did bother me a little more than expected were the bezels that run around the screen... Given that Apple's competition has done an incredible job trimming the cruft from around their displays, I can't help but feel that the iPhone X's design doesn't have the same kind of impact as, say, the Essential or Samsung's recent Galaxys.
The very notion of using your face as the key to your digital secrets presents some fundamental problems... It's very hard to hide your face from someone who wants to coerce you to unlock your phone, like a mugger, a customs agent, or a policeman who has just arrested you. In some cases, criminal suspects in the US can invoke the Fifth Amendment protections from self-incrimination to refuse to give up their phone's passcode. That same protection doesn't apply to your face.
All the focus today was on the innovations in the X.But it all made the new 8 look like a rather boring, "plain old" iPhone - and the price for that has just gone up $50 as well.
The X is the best iPhone, no questions, and it's quickly jumped to the top of the best phones, period. Yeah, it's going to cost you, but you already knew that.
Apple is selling fewer of its top-end iPhone X models than Wall Street analysts expected. And that could mean the next premium iPhone could be a tad cheaper.
Brokerage firm Goldman Sachs predicts the next top-of-the-line iPhone, out in the fall, will start at $949, down $50 from the starting price of the $999 iPhone X last year.
Both Goldman and RBC Capital Markets lowered their sales estimates for iPhone sales for the first half of this year.
Goldman trimmed back its estimate by 1.7 million units, predicting sales of 53 million units, followed by 40.3 million iPhone sales in the spring quarter, down 3.2 million from the original estimate. RBC has both quarters even lower, at 52 million and 39 million units, respectively.
Apple historically sells more than 200 million iPhones yearly. Apple (AAPL) shares fell 1%.
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Apple is expected to release three new phones in the fall, with a top-of-the-line model to replace the X and two lower-priced units taking over the slots from the iPhone 8 and 8 Plus, which were released in September. They currently sell for $699 and $799.
Low prices are not in Apple's DNA. Despite speculation Apple would introduce a new, lower-priced iPad to compete with Google in the education market, Apple didn't budge. Its new 9.7-inch iPad, unveiled Tuesday at an event in Chicago, has the same price as last year's model, $329, or $299 for schools.
"Apple has set the threshold at $999," Tim Bajarin, an analyst with Creative Strategies, says of the iPhone X "You won't see any high-end phones from Apple any more expensive than that."
Apple's next event, in June in San Jose, is the Worldwide Developers Conference, where Apple sneak peeks the operating system software update for Apple mobile devices, which this year should be called IOS12. In September, Apple historically releases new iPhones.
How the Samsung Galaxy S9 stacks up to iPhone X, 8, Pixel
Next week, the iPhone X has a new competitor.
On March 16, Samsung launches the Galaxy S9 and S9+, the new flagship Android handsets from the South Korean electronics giant.
The smartphones are available at all four major U.S. carriers: AT&T, Sprint, T-Mobile and Verizon.
It's a great time to shop for a smartphone, with several options available including Apple's iPhone and Google's Pixel line.
How does the S9 and S9+ compare to premium rivals such as the iPhone X, iPhone 8 and 8 Plus, and Google's Pixel 2? Let's break it down:
The Galaxy S9 screen clocks in at 5.8 inches, the same size as the iPhone X, and considerably larger than the iPhone 8 (4.7 inches) and Pixel 2 (5 inches).
The S9+ features a 6.2-inch screen, on par with the Pixel 2 XL (6 inches) and bigger than the 5.5-inch display on an iPhone 8 Plus.
And although the screen takes up the majority of the real estate on the hardware, it remains similar in size to rival devices.
More: Why the Samsung Galaxy S9, S9+ are the best Android phones
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Although the S9 is comparable to an iPhone X in design, its camera specs line up more closely with the iPhone 8. It boasts a 12-megapixel rear camera with optical image stabilization, 8X digital zoom, and features like Motion Photo and augmented reality emoji (one feature only iPhone X utilizes).
\The S9+ sports a dual camera system, featuring wide-angle and telephoto systems, similar to the 8 Plus and X. According to DxOMark, which rates DSLR and smartphone cameras, the S9+ earns a 99 ranking, ahead of the Pixel 2 (98) and iPhone X (97).