Apple has achieved something very smart: it has positioned the iPhone X as the new smartphone equivalent of an Aston Martin, making every other smartphone on the planet (including its own) boring. That’s why iPhone 8 sales are slack. Millions already want to spend $1,000 on the “future of smartphones”.

Deny it if you can

We’ve seen worldwide reports that the traditional queues outside Apple retail stores were lacklustre in contrast to previous years for iPhone 8/Plus.

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