Every autumn, Apple introduces a new, better iPhone. This year, Apple went out on a limb and produced, in fact, three new models: the iPhone 8, the iPhone 8 Plus and the iPhone X. Naysayer panic ensued.

iPhone X line up

iPhone X. Best ever takes on a real meaning.

The sequencing of the launches, the model mix, and the X’s pricing were all expected by the naysayers to be show stoppers. Not to mention various dated half-truths about supply chain production problems. It just goes to show that individuals can never outthink Apple. During Apple’s Q4 2017 earnings report, Apple CEO Tim Cook said that that whole process was the result of [their] “best thinking.”

That best thinking consists of knowledge that outsiders don’t have. That includes specific details of the manufacturing details and issues for a new product, the expected number of customers who will upgrade from older iPhones, and the various ways customers purchase their iPhones. For example, for those who pay for their iPhones monthly, the incremental extra cost for an iPhone X is a few expensive coffees per month, loosely paraphrasing Mr. Cook.

Under Promise. Over Deliver. Again.

The other thing Apple executives know is how well the supply chain, with its various individual vendors, is ramping up. That knowledge, and the corresponding algorithm, is what allows the online order system to predict a confident, under-promise-over-deliver shipping window. Duh.

For the last week, there have been many reports of how delivery dates for the iPhone X have been advanced by a week or so. (For me, it was 11 days.) That’s likely related to Mr. Cook’s comments about how iPhone X production is increasing every day.

Apple is a huge, capable company with massive engineering talent and production expertise. And yet, when a new iPhone comes out, some writers surmise that Apple is merely a mom-and-pop bakery operation, suddenly unable to cope with an extra big order for birthday cakes.

Doubts that masquerade as expert analysis about fatal production issues have proved, once again, inaccurate and tiresome. This week, we saw how useless they really are.

The next page cites a few of the best articles that paint the real picture of the iPhone: its stellar design, development and superb delivery on Apple’s promises.

Next Page: The News Debris For The Week of October 30th. iPhone X: best of the best.

Notify of

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Oldest Most Voted
Inline Feedbacks
View all comments

A quick note about AppleCare and AppleCare+.

If you sell your Apple device before your AppleCare policy expires, Apple will refund the cost of the unused portion.

If you buy AppleCare outright, you have to request the refund, either with a phone call to Apple Customer Service or a visit to your nearest Apple store.

If you’re using the iPhone Upgrade program, the AppleCare refund comes automatically when the balance due is forgiven.

W. Abdullah Brooks, MD

Another brief observation about the iPhone X. Any notion that production demands hampered facial recognition performance is, from my personal practical user experience, inapparent. I have been impressed how easily it works under various lighting conditions. Second, adapting to the absence of the home button and new gestures has, within 48 hours, become second nature, so much so that using Touch ID on my MBP almost feels…Iron Age. The gestures are natural, and the smaller form factor, compared to my old 6s Plus, makes one-handed use simple. Third, the thing is rugged. This is the first time I’ve not wanted… Read more »


I got my iPhone X yesterday. A few observations… The build quality and components are head and shoulders above any previous iPhone design. The look and feel are spectacular and every sub-system is significantly improved. The smoothness and seamlessness of the experience is palpable. The display is spectacular, Face ID is nearly invisible to the user, and the new gestural UI is a smooth as skating on pristine ice. Face ID and the new gestural navigation paradigm feel futuristic and new, but also very familiar, as if they were inevitable. After spending time with the iPhone X, the iPhone 7… Read more »

Just a few comments about the price.
Much has been made of the £1000 phone, it’s expensive, I can’t afford one. I was talking to a friend and they said they won’t be buying a new laptop but will be buying the x. He’s got to the point he doesn’t need a laptop, a x will do. So money saved there paid for the x. Some others may be thinking the same.


When I look at the X I see a start. It’s as Triumph said “The Shape of Things To Come”. Over the next few years I expect more phones will adopt the borderless/buttonless form. Once that’s done the iPad will be due for a major revision and will get it too. They may not all get OLED initially, but the trend toward X styling is inevitable. By 2025 people will ask “Remember the mechanical Home Button? How did we ever put up with that?”

Lee Dronick

Today my wife and I were at a shopping center, there was quite a line for iPhone X buyers, They had the line split up into about 4 so that shoppers for other stores wouldn’t have to “Excuse me” through.

W. Abdullah Brooks, MD

John: Just a quick comment on the iPhone X, as mine has just arrived and been set up. First, the photos don’t do it justice. This thing is a jewel. I have a clear minimal case, but don’t want to use it, at least for now. The phone’s lines are that good. Face ID is fast, so fast in fact, that for the first few times, I didn’t realise that the phone was even unlocked. It’s that fast. Pairing my Apple Watch was facilitated by the iPhone X which both offered to pair my watch, then did it, and unpaired… Read more »