iPhone X paying tribute to Jobs Will you top up this belief?
Wen / Cui Yuxian
After just saying two words, Cook had to pause, clear his throat, and wipe his eyes with his right hand, clearly moved. It was a moment that captured the emotional weight of the event.
It wasn’t just Cook who felt this way—Qiao Zhuozhuo’s voice at the start of the session stirred deep emotions among many Apple fans. This was Apple’s intention: to commemorate Steve Jobs on the tenth anniversary of its new product launch at the Steve Jobs Theatre, their newly built headquarters. The event was not only about innovation but also a heartfelt tribute to the late co-founder.
Following the release of the Apple Watch, Apple TV, and the iPhone 8 series, Tim Cook finally unveiled the iPhone X (iPhone 10), which he described as a glimpse into the future of technology. This device carried high expectations from both consumers and the company itself.
For Apple, the pressure was immense. Recent months had been filled with negative headlines—“lazy innovation,†“sales decline,†and “weak financial reports.†In China, the market had seen six consecutive quarters of decline. Meanwhile, Apple’s rival Samsung announced record-breaking pre-orders for the Galaxy Note 8, surpassing even the Note 7. Domestic brands like Huawei, vivo, and Jin Li were also making waves in the smartphone market.
The iPhone X came with a significant price increase due to new technologies and rising production costs. Would it still be able to win back consumer confidence? That remained to be seen.
This time, Apple showcased some truly cutting-edge features. Alongside the iPhone 8 and 8 Plus, they introduced the third-generation Apple Watch and a new version of Apple TV. While the iPhone 8 series didn’t feel groundbreaking at first glance, there were subtle improvements and exciting new technologies. The use of dual-glass design, the A11 chip, and improved GPU performance hinted at a more refined experience. AR support, Qi wireless charging, and fast charging made the devices more appealing.
To honor Steve Jobs, Apple released the iPhone X—a full-screen design without a physical home button. Face recognition (FaceID) replaced fingerprint scanning, marking a bold step forward in user interaction. The A11 chip also featured a neural engine, using AI and machine learning to enhance performance across software and hardware.
Linda, a senior analyst at SA, noted that Apple's biggest strength is its closed-loop ecosystem. She highlighted the iPhone X’s breakthroughs in face recognition, augmented reality, and full-screen design. However, she also pointed out that the gesture-based interface might require users to adapt.
With the iPhone X priced at over 10,000 yuan in China, some analysts believe it could push certain customers toward domestic brands. While Chinese manufacturers have raised prices too, they still lag behind Apple in terms of innovation and premium positioning.
Despite the high cost, Linda believes that for full-pay users, the price isn’t a major barrier. For those paying by installments, the monthly cost remains manageable, especially in markets where subsidies or installment plans are common. However, in emerging markets, the high price could limit broader adoption.
Apple’s sales figures tell a mixed story. While the iPhone X has strong demand, overall sales have declined compared to previous years. In China, Huawei has now surpassed Apple in shipments. Critics often call Apple’s innovation “lackluster,†but industry insiders argue that the craftsmanship and attention to detail are hard to match.
Even Xiaomi’s Lei Jun admits that Apple is a leader in the mobile industry. He adjusted the timing of the MIX 2 launch to avoid direct competition, showing respect for Apple’s influence.
Despite criticism, Apple continues to sell well. The iPhone 7 and 7 Plus remain among the best-selling phones globally, proving that Apple still holds a special place in the market.
As one industry source put it: “After every Apple event, people mock it, but they still buy it.†Will the iPhone X follow this pattern? Only time will tell. But with its bold design and advanced features, it has the potential to once again redefine the smartphone landscape.
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