News & views

The iPhone X – The consumer’s rating

Date Posted: 14 September, 2017

Like K-Pop, it came and, almost before anyone realised quite what was going on, it went. Of course, we’re talking about Apple’s keynote event last night (12th September), during which Tim Cook and co. introduced us to the next bout of tech we need to get our head around. Out of everything on show, it was the iPhone X (pronounced ‘ten’, leaving an empty iPhone 9 shaped hole) however that undoubtedly drew the most attention. Below, we’ve listed five of its most interesting elements and given them a consumer’s rating, just to ensure we don’t lose sight of the fact the product is meant to be, you know, bought.


We’ll get to the face tracking in more depth further down our list, though for now lets stick to what is undoubtedly the most important feature of last night’s launch; the emojis. Allowing users to map animated emojis onto their own faces, the execution is impressive to say the least, and will undoubtedly lead to even more selfie-time than can surely be healthy. A win-win for everyone involved.

Consumer’s Rating: 9/10

No bezel (almost)

Apple has hardly been at the forefront of innovation in the world of the bezel, lagging behind the likes of Samsung in continuing to whack a sizeable edge around their screens to date. Such a tradition has died a timely death, as the new iPhone X packs a 5.8in display that fills the whole of the front of the phone. Bleeding into the bezel via its rounded edges, the result is a gorgeous frontal view of the phone, and seemingly more room for all those beloved apps and photos we all know are the primary use of our favourite handheld device. Although it leaves more screen to crack, it’s a risk we’re willing to accept.

Consumer’s Rating: 7/10

Video quality

Apple have crammed a load of tech into the X’s screen to give it a real punch visually. A pixel density of 458ppi and the likes of Apple’s own 3D touch and True Tone are welcome additions, though it is the switch to OLED and the fact the X supports HDR that really make it worth the extra dollar. Admittedly this isn’t a feature that would feature at the top of every consumer’s list, though then again, if you’re spending this much on a phone, we’re not sure the ‘typical consumer’ tag really applies…

Consumer’s Rating: 8/10


Not strictly ‘new’ this one, with Apple’s ARkit having already been launched and the X not even the first Apple phone to boast AR capabilities, though it can certainly be defined as a new experience. With the tech delivered through the OLED display and 4K mentioned above, this is unlike AR as we’ve known it so far, at least from a mobile device. When you’re paying a premium price, this is the sort of premium fun you’d be hoping to get in return.

Consumer’s Rating: 8/10

Facial recognition

Of all of the new innovations mentioned during the launch, the inclusion of FaceID is perhaps the addition that we think will concern consumers the most. Using a new TrueDepth front-facing camera setup to track user’s faces and relying on a database of over a billion different examples to train the algorithm involved, it nonetheless feels a little too futuristic to really be a match winner, initially at least. Yes, we know the TouchID took a little while to getting used to and is now more than commonplace, though consumers will certainly take a little longer getting used to this form of tech on a phone.

Consumer’s Rating: 5/10