The true story of how Apple took its biggest risk and built the iPhone X

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The iPhone X is the smartphone Apple always wanted to make. 

Sure, the company released three phones this fall, and like a parent who insists they love all of their children equally, Apple claims that the iPhone 8, 8 Plus, and iPhone X are each unique and special in their own way. But it’s obvious that the company is bending the truth — because the iPhone X is special in its own right.

“[It’s] something just entirely new,” said Apple SVP of worldwide marketing Phil Schiller. “I think customers were ready to have one more thing in the iPhone line that was new and very different.”

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iPhone X review: This changes everything

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Apple’s iPhone X is the beginning of something new.

Holding the iPhone X in my hand triggers a distinct memory of the moment I first cradled the original iPhone. The sensation lingers as I caress the surgical steel band that wraps around the phone and I feel the cool glass back against my palm. Waking the phone snaps me back to the present. I’m suddenly unmoored as my eyes dart across the nearly unblemished Super Retina OLED screen, searching desperately for the home button.

There is no home button, just a stunning 5.8-inch screen that hugs the edge, reaching for the silver band that’s just millimeters away. All of it is so beautiful, save for that peninsula of darkness at the top — the notch that intrudes on the otherwise perfect industrial design of the iPhone X, but also proves critical to its operation and serves as yet another signal that this is not just another iPhone. Read more…

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