APPLE IPHONE X TO SPARK MOMENTUM IN SMARTPHONE MARKET

The iPhone X was one of three new iPhone models unveiled at the first event at Apple’s new “spaceship” campus, as the California tech giant sought to spark fresh momentum in a global smartphone market seeing slowing growth and tougher competition. Apple laid claim to the future of the smartphone with a 10th anniversary iPhone X, touting the device as the next generation of mobile computing.

“Ten years later, it is only fitting that we are here in this place, on this day to reveal a product that will set the path for technology for the next decade,” said the Apple chief executive Tim Cook, calling the iPhone X “the biggest leap forward since the original iPhone.”

Jan Dawson of Jackdaw Research called the iPhone X  “a far bigger upgrade” than previous devices, but questioned whether Apple was stretching its market too thin.

“What Apple doesn’t want is for people to want the best but not be able to afford it and therefore hold onto their existing phones rather than buying what they consider second best,” Dawson said.