It’s the new flagship iPhone that will be released in November, weeks after the iPhone 8 and iPhone 8 Plus go on sale on September 23rd. Apple says you’re supposed to pronounce the iPhone X as “iPhone ten,” and it’s designed to mark 10 years of the iPhone. While the iPhone 8 is an iPhone 7S in all but name, the number jump across all the new iPhone models means we’re now officially missing an iPhone 9.
Apple’s typical S naming is gone for this year at least, which isn’t entirely surprising. Samsung launched its Galaxy S8 earlier this year, and the company’s Note 8 will be available on September 15th (the same day iPhone 8 preorders begin). Going up against the Samsung Galaxy S8 and Galaxy Note 8 with an iPhone 7S and iPhone 7S Plus doesn’t really make as much sense this time around. Instead, Apple appears to be using a great marketing trick for this year’s iPhones.
The iPhone X naming helps position the device above the regular iPhone 8 without explicitly labeling it “iPhone 10,” because most people are simply going to call it the iPhone X and not pronounce it as iPhone ten. Apple knows this, and the company only uses the X logo in its promotional materials.
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.
The X is the best iPhone, no questions, and it’s quickly jumped to the top of the best phones, period. When you buy the iPhone X, you will expect iPhone 9 or iPhone 10?
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