Apple released the iPhone X to great fanfare. Not least was the reverse psychology of the first $999 smartphone ($1149 for the higher memory version): if it cost so much, it must be pretty awesome, right? But sales so far have been disappointing, with many consumers choosing the simultaneously released iPhone 8 and 8 Plus instead. Some consumers have been put off by the different interface used to manipulate the screen as well. Apple will still make a mint, but as a company at the top of its game, it has a big target painted on its corporate back. Cartoon by Ted Rall.
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