After an underwhelming launch of the iPhone 8, normal service has resumed for Apple. Labelled as the ‘the biggest leap forward since the original iPhone’ by Apple CEO Tim Cook, the release of the iPhone X has brought Apple fans out in their droves. In fact some 400 people were queuing up outside London’s Regent Street store this morning, with many of those camping out overnight. Among those eager to get their hands on the X was Marco Pierre White Jnr, the son of the celebrity chef.
And it was a similar story around the globe, with thousands of Apple enthusiasts determined to be among the first to get their hands on the 10th anniversary edition of Apple’s smartphone. In Sydney (the first store to open its doors), around 400 people also queued up over night. That is a significant increase to the launch of the 8 in October when just 30 people were in the queue by the time the doors opened. Meanwhile in Apple’s Omotesando store in Tokyo, some 550 people were waiting in a line stretching to around 600 meters. And Twitter has been flooded with images of long queues appearing from Liverpool to Singapore.
The iPhone X, pronounced ten, has a bezel-less 5.8-inch display, Face ID facial recognition technology and glass body in silver and space grey finishes. Pricing starts at £999 for 64GB of storage, rising to £1,149 for 256GB. The iPhone X also marks the first time Apple has used an OLED (organic light-emitting diode) screen. Previous iPhone models have sported liquid crystal display (LCD) displays which require a separate backlighting system.
In spite of the much publicised short queues and underwhelming reception to the iPhone 8's launch, sales of Apple's new handset are in line with expectations. According to KGI analyst Ming-Chi Kuo, worries over a slower release (in comparison with the regular fervour surrounding an iPhone launch) have been exaggerated by an 'excessively negative market', citing analysis of first weekend sales and research from Localytics.