Change in Apple’s Strategy Meant Most iPhone X Reviewers Got Considerably Less Time With the Device

BY Rajesh Pandey

Published 1 Nov 2017

Usually, when Apple launches a new iPhone, it provides the mainstream tech media with the device for at least a few days so that they can push their review before the device hits the market. This year though, the company took a very different approach: it provided some YouTubers with the iPhone X over a week ago and allowed them to make their impressions and thoughts on the device live earlier than the mainstream media.

The company gave the iPhone X to three influencers — Mindy Kaling, 12-year-old Alex Knoll, and Mike Allen — along with some YouTubers last week. These people were then allowed to publish their thoughts on the iPhone X on October 30. Traditional tech sites like The Verge, CNET, and others were seeded an iPhone X review unit on that very day and had less than 24 hours to publish their thoughts. This is why many initial reviews of the iPhone X from these publications were not as detailed as their other reviews.

Some traditional publications like The Telegraph, BuzzFeed, Mashable, and the Independent were given the iPhone X for a week of testing.

It is unclear why Apple changed its strategy this time around but it has led to the iPhone X getting less testing than other previous iPhones. The iPhone X marks the beginning of a new generation of iPhones from Apple so it should have received more thorough testing but Apple’s strategy ensured the exact opposite happened. Some might think that Apple took this approach as it was not entirely confident about the iPhone X, but that is unlikely to be the case here.

But then, Apple has done everything differently for the iPhone X. For the first time in years, the company announced three new iPhones on stage and then proceeded to release the iPhone X in the market six weeks after the iPhone 8 and iPhone 8 Plus went on sale.

Nonetheless, the first impressions and reviews of the iPhone X all point to it being an excellent device with a great 5.8-inch OLED display and build quality, outstanding dual-camera setup at the rear, and Face ID which has managed to prove itself as a capable alternative to Touch ID.

[Via Wall Street Journal]