The iPhone X launched in November 2017 as Apple’s tenth-anniversary flagship, introducing the most dramatic iPhone redesign since the original 2007 model. The hashtag #iPhoneX exploded during Apple’s September keynote, where the $999 starting price and removal of the home button sparked intense debate.
The Notch Heard Round the World
iPhone X introduced Face ID facial recognition, an edge-to-edge OLED “Super Retina” display, and the controversial “notch” housing the TrueDepth camera system. The notch became 2017’s most divisive design element, spawning memes and Android manufacturer mockery (before many adopted similar designs). Animoji—animated emoji controlled by facial expressions—became a viral sensation, with Animoji karaoke trending globally.
The $999 base price marked iPhone’s entry into four-figure territory, normalizing premium smartphone pricing. Despite price concerns and supply constraints, iPhone X became the best-selling smartphone globally in Q1 2018, proving consumers would pay premium prices for cutting-edge features.
Cultural & Industry Impact
The gesture-based navigation (swiping up instead of home button) initially frustrated longtime users but defined modern iPhone UX. Face ID’s speed and security made Touch ID feel antiquated overnight. The removal of the home button allowed full-screen design, influencing the entire industry toward minimal-bezel displays.
iPhone X’s camera system popularized Portrait Lighting and improved low-light photography, cementing iPhone as the default camera for social media creators. The phone’s design language (flat sides, edge-to-edge display, notch) persisted through iPhone 14, defining modern smartphone aesthetics for six years.
Sources: The Verge iPhone X review, CNBC sales data, TechCrunch design analysis