Origin
Apple revealed the iPhone X in September 2017 with a distinctive “notch” at the top of the screen housing Face ID sensors. The polarizing design choice immediately divided tech Twitter between those who loved the edge-to-edge display and those who hated the intrusion.
Cultural Impact
The notch became 2017’s most debated smartphone design element. Memes compared it to unibrows, questioned why Apple couldn’t hide the sensors, and mocked Android manufacturers who quickly copied it. Developers created notch-hiding wallpapers. Others celebrated it as a bold design signature.
The hashtag represented the intersection of form and function—the notch enabled Face ID and larger screens but sacrificed pixel purity. It influenced three years of smartphone design across the industry before Apple itself moved to the Dynamic Island in 2022.
Platform Evolution
Peak discussion occurred September-December 2017 during launch and initial reviews. The hashtag revived whenever competitors adopted (or mocked) notched designs. Usage declined after 2022 when the iPhone 14 Pro replaced it with the Dynamic Island.
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