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I guess now we will find out just how important element of surprise is for Apple marketing.

And prediction: in the future they will separate all new hardware features to .1 release (iOS 12.1, etc).

> I guess now we will find out just how important element of surprise is for Apple marketing.

I don’t think we will. iPhone X doesn’t really sound like a bargain.

I was hyped up to upgrade my 7 plus, but then I saw that the price stars at $1000, that they remove the TouchID, and that the rumors say they didn’t include it because the run out of time, so there is a good chance if will be there in the next version.

Add to this the usual 1st gen problems Apple is always facing, and waiting for iPhone Xs is sno brainer.

We still don't know the price but you're right that's where rumors are pointing. The idea (from analysis, we'll see on Tuesday) is this is the high-end fancy phone for people who want to pay extra. If you want to bigger screen without the phone being much bigger, if you want to better looking screen, if you want more battery life (maybe, OLED uses less than LCD) then this may be the phone for you.

They obviously have to be careful because they don't want to promote it in such a way that it makes the other two phones look terrible and not worth buying.

How they market all of this is going to be fascinating to see.

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