The struggle for innovation in Apple’s new launch is evident with the title for its latest smartphone- iPhone X. It should be the iPhone 10 but Apple seems desperate to do something ‘new’ and hence it is now a big X. Creating hype has always been one of Apple’s strong points and that seems truer now than ever before. IPhone was recently pushed down to the number 3 spot in the top sellers list thanks to the emergence of Huawei which is riding the demand for cheap smartphones. 

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