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

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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