![]() ![]() Now, you could say Apple is desperately trying to control the iPhone X conversation with this strategy, and maybe it is. AppleĪpple spotlighted snippets of iPhone X reviews in a glowing press release. And in perhaps the most un-Apple move of all time, it collected the most glowing comments and out them in a press release. It gave most reviewers a 24-hour window to organize their thoughts. It gave a small faction of YouTube stars hands-on access before traditional outlets. So, Apple took a very different tack with the lead-up to the iPhone X launch. Much like the original iPhone, iPhone X represents the next 10 years of Apple’s mobile strategy, but this time around it’s not just “a revolutionary mobile phone.” iPhone X is a lifestyle device, the first iPhone in years that needs to be seen. Of course, the iPhone is already the best selling smartphone on the planet, but iPhone X represents a whole new animal.
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