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. Tears streamed down his face.
It wasn’t just Cook who was emotional—Qiao Zhuozhuo’s voice at the start of the event stirred deep feelings among many Apple fans. This was exactly what Apple intended: a tenth-anniversary product launch held at its new Steve Jobs Theater, a tribute to the late co-founder and visionary.
Following the Apple Watch, Apple TV, and the iPhone 8 series, Cook unveiled the iPhone X (iPhone 10), which he described as a glimpse into the future of technology.
The iPhone X carried high expectations from consumers and was crucial for Apple at a time when the company faced criticism over “lack of innovation,†declining sales, and weak financial reports. The Chinese market had seen six consecutive quarters of decline. Meanwhile, Samsung announced record-breaking pre-orders for the Galaxy Note 8, surpassing even the numbers of the Note 7. Domestic brands like Huawei, vivo, and Jin Li also launched competitive models in response.
With rising production costs and new technologies, the iPhone X came with a steep price tag. Would it be enough to rekindle consumer confidence?
This time, Apple showcased several cutting-edge features.
In addition to the third-generation Apple Watch and a new Apple TV, Apple introduced the iPhone 8, iPhone 8 Plus, and the highly anticipated iPhone X. While the iPhone 8 series might feel familiar at first, subtle improvements and new technologies made it exciting. It featured a double-glass design, the A11 chip with an independently developed GPU, AR capabilities, wireless charging, and faster charging support.
To honor Jobs, the iPhone X marked a significant step forward. With a full-screen design, it eliminated the physical Home button and introduced Face ID for facial recognition. It also integrated AI through a neural engine that enhanced performance using machine learning.
According to Linda, a researcher at SA, Apple's biggest strength lies in its closed ecosystem. The iPhone X also brought hardware breakthroughs, including advanced 3D facial recognition, AR development, and a redesigned full-screen interface.
“However, switching to gesture-based navigation may require users to adjust,†Linda noted.
Will the price hike push Apple fans toward local brands?
Prices were a major concern, especially for the Chinese market. The iPhone X National Bank Edition started at 8,388 yuan, making it Apple’s most expensive model ever. Analysts suggest this could drive some loyal customers toward domestic manufacturers, which have been gradually increasing their prices too.
Despite this, Linda believes the price increase won’t drastically affect long-term users, as installment plans or subsidies can help manage costs. However, in emerging markets, high prices could limit mass-market appeal.
Can Apple maintain its dominance?
Apple’s iPhone sales have not met expectations. In Q1, its market share dropped slightly, and in Q2, it sold fewer units than expected. In China, the situation was even more challenging, with Huawei surpassing Apple in shipments.
While critics often call Apple’s innovations “lackluster,†industry leaders like Liu Zuhu of OnePlus argue that Apple’s craftsmanship is still unmatched. He pointed to the iPhone 7’s camera curve, which took Foxconn a year to perfect.
Even Lei Jun of Xiaomi respects Apple, adjusting his product launch schedule to avoid direct competition. He praised Apple as a leader in the mobile industry and emphasized the need for domestic brands to catch up in design and quality.
Despite the criticism after each event, Apple’s products continue to sell well. According to Counterpoint Research, the iPhone 7 and 7 Plus remain among the best-selling smartphones globally.
As one industry source put it: “Every time Apple holds a conference, it’s mocked—but people still buy.†Will the iPhone X follow this pattern? Linda is optimistic, predicting strong global sales in the coming quarters, though the Chinese market may not return to its peak levels.
This is a tough test for Apple, but the brand continues to prove its staying power.
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