Richard Goodwin 14/09/2017 - 3:05pm

The new iPhone X will set you back £1000+ in the UK and $1000+ in the US, but many aren’t impressed with what Apple’s new phone

The iPhone X was tipped to be Apple's biggest phone release of all time. Not only was it launched on the 10th anniversary of the first ever iPhone, but it is the first handset to actually receive a design update since 2014.

There has been something of a backlash online and on social media with consumers being slightly taken aback by the price of the handset, which at £1000+ is WAY more expensive than anything else on the market right now.

iPhone X – Where’s The Innovation?

The main thing people seem to be angry about is that the iPhone X doesn’t really feature anything brand new; OLED panel aren’t new, Face ID, as a technology, isn’t new, the design isn’t new, so what exactly is costing so much money?

Samsung, LG, Essential, and Google have all been using similar technology for the past three or four years, and they’re charging well below $1000 for their products. I know Apple has always been a premium brand, but there’s a point when things go too far.

£1000 for a phone is ridiculous. By anyone’s standards. But is there something new inside the iPhone X that has ramped up the cost of the handset so much over the iPhone 8?

No – there is nothing.

Put simply, you’re paying that much because it's an iPhone, it's new, and that’s how much Apple wants to charge. It has margins it wants to hit and it knows from past experience that punters will pay whatever it asks for its products.

"The Apple iPhone X and Samsung Galaxy Note 8, for example, have a number of similarities, and in many ways, the Samsung model trumps Apple," Notes ZDNET. "The Galaxy Note 8 already utilizes wireless charging, has support for Samsung Gear VR and Google Daydream VR, dual camera technology with image stabilization, expandable storage, and the same side-by-side multi tasking Apple proclaimed as innovation at the event."

And that's not all: "The Samsung device has a better display, too. While Apple's Super Retina display comes in at 5.8-inch OLED, 458ppi pixel density and 2,436 x1,135-pixel resolution, the Galaxy Note 8 comes in at 6.3 inches, 2960 x 1440 resolution, and sports 522pii pixel density."

A Ralph Lauren polo shirt costs around £80 in the UK. A similar polo shirt, without the little man on a horse logo, from H&M costs around £12. And there really is no difference between the two garments, one’s just made by Ralph Lauren and costs a fortune.

This is what Apple is doing with the iPhone X compared to, say, the Essential Phone, LG V30, and Samsung Galaxy Note 8. It’s charging you more because it’s Apple. There really is nothing complicated about it – it’s profit and margin and money.

Apple has always been an elitist company, which is probably why it always makes such a big song and dance about all the “great work” it does when it’s not making hundreds of billions of dollars selling electronics.

And if you’re too poor to buy the iPhone X, well… you can just get the iPhone 8 or iPhone 8 Plus.

Or, if you can’t spring for one of those, you’ll have to make do with the iPhone SE or iPhone 6s.

Failing that, you can just grab an Essential Phone, wait for the Pixel 2, or get yourself the Galaxy Note 8. 

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