The new Apple smartphone, labelled the “future” of the iPhone by chief executive Tim Cook, features a new design, swapping the home button and fingerprint scanner for a full-screen design and facial recognition technology. Apple’s chief financial officer Luca Maestri said: “Production is growing every week, and that’s very, very important during a ramp period.” Photograph: Valery Sharifulin/TASSĪpple said that demand for the iPhone X was “off the charts”. And it’s all the more remarkable given it’s the highest price we’ve seen for a mobile phone, which makes it a representation of the importance people place on their phone as the most valuable, most loved and used gadget in their lives.”Īpple’s iPhone X goes on sale in Moscow. “Apple has taken the potent ingredients of the iPhone brand and technology to once again position this new iPhone as the must-have device of the moment. In terms of it being a status symbol, of having the latest, greatest and hottest technology in a world where technology is a personal statement about you as an individual, having the iPhone X is what many people will aspire to.
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Supply levels are higher than those for the iPhone 7 a year ago, insiders say, but have still been outstripped by consumer demand that is significantly up on the muted reaction to the iPhone 8 and iPhone 8 Plus a month ago.īen Wood, chief of research at CCS Insight said: “People are excited about the iPhone X as it’s the first time in several years that there’s been a truly new iPhone. Fears over difficulty in manufacture, with the camera having never been made in the volume required by Apple for instance, could be overblown, according to well-placed industry sources talking to the Guardian. Pre-orders of the iPhone X sold out in minutes a week ago, following speculation around supply constraints that propelled a resale market across eBay and others to a 50% or greater markup. Expensive breakfast … Marco Pierre White Jr displays his new iPhone X outside the Apple Store on Regent Street, London.