The iPhone X is complete garbage, Taking off the fingerprint reader and the headphone jack, while Samsung still has all of those on combined with iris scan and face recognition. Samsung face recognition might not be perfect but risking a whole line of product on a new tech and removing the tested touchID mean iPhone stock could tank on a technical issue. Remember the antenna gate?
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Apple is desperate to have a breakthrough. It has been a number of years since they developed anything that really attracted people. Sure they make a ton of money off the Iphone, yet that has a limited shelf life. At some point, phones will be obsolete. In time, we will use holograms or something instead of a screen.
Yeah they are just running on reputation. Now.
The funny thing is Microsoft is doing lots of innovations, niche products and taking risks.