Thursday, 2 November 2017

iPhone X Apple aims to work its magic with new device

Apple upped the ante by boosting the starting price of the new handset to $999 for US customers, a price which will be higher in other markets and with extra options.

Apple shares have climbed with the approach of the launch date, seeing a jump this week after it said pre-orders for iPhone X are "off the charts." It will be available Friday in more than 50 markets.

Apple chief executive Tim Cook described the iPhone X as the future of the smartphone, packed with technology including facial recognition, cordless charging and an edge-to-edge screen made of organic light-emitting diodes used in high-end televisions.

"It is a good example of the present, but it isn't the future," said independent technology analyst Rob Enderle.

Enderle said the iPhone X "is a collection of technologies that haven't been together before, but they haven't broken any new ground."

Still, analysts interviewed by AFP see signs of strong demand for iPhone X, perhaps fueled by the company's famously devoted fans who have shunned freshly released iPhone 8 models to wait for the 10th anniversary device.

Apple shine
Apple's new iPhone X will include features such as wireless charging, which is available on competing devices
» more Apple's new iPhone X will include features such as wireless charging, which is available on competing devices 
Apple is expected to benefit from its image of being a company offering products of status and style.

Gartner principal research analyst Tuong Nguyen said Apple "can reveal a thing a rival delivered three years ago and suddenly the market goes wild."

Apple has become the world's most valuable technology company by refining existing technologies, like the smartphone, and making them easy, fun, and fashionable.

"Apple is not usually the first out of the gate with something, but they are able to say they have done it better than anyone else," Nguyen said.

Facial recognition and wireless charging are likely to benefit from Apple showcasing them as being part of the future of smartphones, according to Nguyen.

Notoriously secretive Apple also has a history of coming up with surprises, so the iPhone X might be packing more than the market expects, according to analysts.

Wait time for delivery of iPhone X orders at the Apple website quickly stretched to about six weeks, signalling customers are rallying.

"I think the iPhone X is going to do very well," said Technalysis Research president Bob O'Donnell.

"What we really don't know is if it is due to huge demand or short supply. I guess it is a little of both."

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