In Case You Hadn’t Heard, iPhone X Preorders Start Friday
It’s possible that you might’ve missed it, but we wanted to remind you that Apple will open preorders for the brand new iPhone X on Friday morning at 12:01 a.m. PDT. That’s 3:01 a.m. for us East Coasters crazy enough to set an alarm for this thing. (I know I will be.)
Obviously, the entire lead of this article is an absolutely sarcastic jab at the company that’s been pushing this new phone down consumer’s throats for the better part of the last month. Apple has practically buried the iPhone 8 since the day it launched last month, likely in the hopes that potential customers would just forget they even launched the thing.
That push got intense this week, though, as Apple essentially replaced everything on its website and left just the iPhone X front and center, and left, and right, and bottom.
Given the struggles that the iPhone 8 has faced in terms of overall retail performance, Apple really needs the iPhone X to make a major splash. The price of the phone alone will help boost revenue numbers, though perhaps not to the levels once thought possible thanks to all of the production issues the phone has faced since the summer.
I’m still not throwing the towel in on the phone quite yet though. I know there’ve been plenty of naysayers out there that think the X will be a flop. That’s certainly still possible. But I think Apple, in typical Apple fashion, has done enough to ensure the anticipation and buildup around the device will make it a success in terms of how quickly (and how many) it ends up moving.
About Those Shipping Problems
Speaking of the issues that Apple faced with production over the summer, a new report by Bloomberg details what the company actually went through and some of the decisions that were made to help alleviate some of the pain points.
As you’d expect, Apple is pretty demanding when it comes to working with its vendors to crank out some of the most high tech components that ultimately come together to make one of the most high tech smartphones on the market. That pressure on suppliers reached a breaking point over the summer as manufacturing of certain components for the FaceID technology were slowing down the process for putting the iPhone X together. Those challenges ultimately led Apple to quietly tell suppliers, according to Bloomberg, that it would lower the accuracy of the facial recognition technology in order to make those parts easier to manufacture.
Apple had already pushed the launch of the phone back a few weeks from its typical launch timeframe for a new iPhone. With the holidays not far behind the launch, there was little room to push things back even further. And, more importantly, Apple needed to ensure that it would have some sort of stock in house in order to fulfill orders during this insanely busy time of year.
What we’re left with, according to KGI Securities estimates, is roughly 25 to 30 million iPhone X units for the holiday quarter, which is down from their previous forecast of 40 million units. For comparison’s sake, Apple sold 78 million iPhones during the same period last year—though that did include all models.
The main issue that manufacturers faced with FaceID was the 3D sensor. Prior to the iPhone X, the technology was most notably found in Microsoft’s Xbox Kinect controller. There, though, the sensor was about the size of a large book, and Microsoft only sold about 24 million units over the course of two years. Apple had asked suppliers to pack that same technology into a paper thin space by comparison, and orders for the component will likely be more than tenfold what was produced for Microsoft.