The year 2017 was very productive for Apple - iPhone 8 and iPhone X were announced. It marked a significant moment for the company, as it introduced two different models catering to various user preferences and needs. The first, iPhone 8 continued the traditional design with notable upgrades, while the second, iPhone X (pronounced as “iPhone ten” to mark the 10th anniversary of iPhone) showcased a bold new direction with its edge-to-edge display and advanced features.
Rumors of a drastic iPhone redesign began circulating around 2016 and Apple’s filed patents was a very early indication about the new prospective iPhone features.
Few patents like US9543364B2 and US9652096B2 contributed to a display that extends to the very edges of the device, eliminating the traditional bezels and providing a more immersive viewing experience. This innovation termed Edge-to-Edge display not only enhanced the aesthetic appeal of the iPhone X but also maximized the screen real estate, allowing users to enjoy a larger display without increasing the overall size of the phone.
Apple started working and filed first patents related to face recognition already in 2011. The patent US20170076077A1 outlines methods for biometric authentication using facial recognition technology that is used to lock and unlock a mobile device. This contributed to the revolutionary feature called Face ID - a sophisticated facial recognition system that replaced the traditional Touch ID fingerprint sensor.
There were many developments in the industry related to OLED Display, which provide richer colors, deeper blacks, and better contrast compared to traditional LCD screens. The technology is delivering a superior visual experience, making any phone screen to appear more natural and superior. The use of OLED technology also contributes to the device’s energy efficiency, as OLED screens consume less power than their LCD counterparts. Apple tends to outsource the OLED technology to Samsung although some patents were also filed by Apple.
As it is common for Apple acquisitions played a pivotal role in the development of iPhone X. In 2012, Apple acquired AuthenTec, a company specializing in fingerprint recognition technology. While AuthenTec’s technology was primarily used in earlier iPhone models for Touch ID, the acquisition had a broader influence on Apple’s approach to biometric security. The knowledge and expertise gained from AuthenTec played a role in shaping Apple’s security protocols and laid the groundwork for future innovations like Face ID. Although Touch ID was not featured in the iPhone X, the principles of biometric security continued to evolve, ensuring robust protection for users.
Apple’s acquisition of PrimeSense in 2013 was a strategic move that significantly impacted the development of Face ID. PrimeSense, an Israeli company known for its 3D sensing technology, had previously provided the technology behind Microsoft’s Kinect. By integrating PrimeSense’s expertise, Apple was able to develop a sophisticated facial recognition system that became a hallmark feature of the iPhone X. This acquisition allowed Apple to leverage advanced 3D sensing capabilities, enabling secure and accurate biometric authentication.
The acquisition of LuxVue Technology in 2014 marked another significant step for Apple, particularly in the realm of display technology. LuxVue was known for its work on micro-LED technology, which promised better energy efficiency and improved display quality. By incorporating LuxVue’s advancements, Apple was able to enhance the iPhone X’s display, offering users a superior visual experience with richer colors and deeper blacks. This acquisition underscored Apple’s commitment to pushing the boundaries of display technology and maintaining its competitive edge in the smartphone market.
The official announcement of iPhone X came on September 12, 2017 and the device was described as “the future of the smartphone”. It highlighted several groundbreaking features:
All-Glass Design - iPhone X featured a glass back, which not only looked premium but also enabled wireless charging. The device was framed with surgical-grade stainless steel, giving it a sleek and durable look. This was a departure from the aluminum backs of previous models. The use of glass and stainless steel not only enhanced the aesthetics but also provided a robust and durable build quality. The iPhone X was available in space gray and silver, with a high-gloss finish that added to its premium feel.
Super Retina Display of the iPhone X was one of its most striking features, setting a new standard for smartphone screens. This 5.8-inch OLED display offered HDR support and a resolution of 2436x1125 pixels, delivering vibrant colors, deep blacks, and exceptional clarity. The edge-to-edge design maximized the screen real estate, providing an immersive viewing experience that was unparalleled at the time.
Face ID - a secure facial recognition system powered by the TrueDepth camera system. This technology allowed users to unlock their phones, authenticate payments, and access secure apps simply by looking at their device. The TrueDepth camera system used a combination of infrared sensors and machine learning algorithms to create a detailed 3D map of the user’s face, ensuring high accuracy and security.
A11 Bionic Chip - a powerful processor with a neural engine designed specifically for machine learning tasks. This chip enabled advanced capabilities such as real-time facial recognition, augmented reality applications, and improved performance across the board. The A11 Bionic Chip’s efficiency and power made the iPhone X one of the most advanced smartphones on the market.
Post-announcement, iPhone X received mostly positive media reviews. NYT advised to splurge on the iPhone X if you cared about having a phone with the fanciest mobile camera in a compact body. Forbes observed that iPhone X was the most radical upgrade from Apple since the iPhone 4. Similarly, the Verge thought that “iPhone X is clearly the best iPhone ever made. It’s thin, it’s powerful, it has ambitious ideas about what cameras on phones can be used for, and it pushes the design language of phones into a strange new place”. TechCrunch writer was convinced that “there’s no question in my mind that the iPhone X is the true flagship”. There were also more “down to Earth” reviews. Wired confessed that “this is indeed the best iPhone created yet. Was it worth the hype? No”. Engadget editor wrote “as impressed as I am by the X's level of craftsmanship, performance and software thoughtfulness, I think Tim might have been overstating things”. Most balanced review came from CNET - “iPhone X is great... It's not perfect. It's definitely too expensive, by mid-2018 standards. But it seems normal now. Not futuristic, not jarring. It's a reliable everyday phone, and it's comfortable to use”.
The iPhone X targeted the premium smartphone market, catering to users seeking high-end features and willing to pay a premium price that was set around 1000 USD for the first time. The first quarter following the iPhone X’s launch saw impressive sales figures, driven by the novelty of its features and the holiday season. Apple reported record-breaking revenue, with the iPhone X contributing significantly to this success. However, in the subsequent quarters, sales began to slow. According to Counterpoint Research, cumulative shipments of the iPhone X reached 63 million units within ten months of its launch, ending in August 2018, which was still a very strong performance highlighting the consumer enthusiasm for the new design and advanced features.
The iPhone X marked a significant milestone in Apple's history, introducing innovative features that continue to influence the smartphone industry. It is clear that iPhones during the first ten years redefined the whole smartphone industry. iPhone X’s legacy is already evident in the design and technology of subsequent iPhone models.