Original title: Can Facial Recognition Lead the Trend?
People take photos of iPhone prototypes at Apple's new product launch. Xinhua News Agency
Early in the morning, Apple officially unveiled its latest smartphone generation in the United States. This year marked the 10th anniversary of Apple Inc., and many people had high expectations for the new products that finally arrived.
iPhone X Sets a High Price
At 1:00 AM on the 12th (Beijing Time), Apple launched its new products at Apple Park, its new headquarters in Cupertino, California. After waiting for two hours, the reporter managed to get inside the venue.
As Apple CEO Tim Cook took the stage, he reflected on Apple’s journey, marking the beginning of the new product launch. The two-hour event featured everything from the Apple Watch 3, Apple TV 4K, to the iPhone 8/8 Plus, and finally the highly anticipated iPhone X, which was unveiled to the world.
Unlike previous rumors, Apple didn’t release an iPhone 7s or 7s Plus as expected. Some online users joked that forum moderators who had signed up for the 7s models were “worn out†after being disappointed.
The iPhone 8 and 8 Plus are largely similar to the iPhone 7 series, with the same screen sizes (4.7-inch and 5.5-inch) and resolution. They retained the front Home button, but made some design improvements, such as double glass back and upgraded camera systems. The iPhone 8 features a single 12-megapixel camera, while the iPhone 8 Plus has dual 12-megapixel lenses. Apple emphasized faster sensors, support for 4K video at 60fps, and added slow sync flash technology.
The iPhone X, however, is a special edition celebrating Apple’s 10th anniversary. It sports a full 5.8-inch OLED Super Retina display with a resolution of 2436×1125 (458 PPI), a contrast ratio of 1,000,000:1, and a maximum brightness of 625 cd/m². Powered by the A11 Bionic chip with a neural engine and M11 motion coprocessor, it represents a major leap in both performance and design.
Despite its innovation, the iPhone X came with a steep price tag—$999 in the U.S.—making it the most expensive iPhone ever released. Meanwhile, the iPhone 8 and 8 Plus started at $699 and $799 respectively.
Xiaomi Joins the "Encirclement"
On the day before Apple’s product launch, Xiaomi introduced the Mi Mix 2 and Xiaomi Note 3 in Beijing. The Mi Mix 2 features an 18:9 full-screen design, powered by the Qualcomm Snapdragon 835 processor, 6GB RAM, and 3400mAh battery with fast charging support.
Many netizens commented on the timing of Xiaomi’s event, which coincided with Apple’s launch. However, Xiaomi wasn’t alone. Several other Chinese brands also scheduled their product launches around the same time, hinting at a coordinated effort to challenge Apple’s dominance.
During this period, brands like vivo, Huawei, and OPPO also announced new models. Huawei launched the Mate 10 with the Kirin 970 chip, while OPPO introduced the R11 TFBOYS limited edition. Analysts believe these companies are trying to capture market attention before Apple’s new devices hit the shelves.
Full Screen Design Faces Challenges
The iPhone X’s “notch†design, which houses facial recognition sensors, sparked much discussion. Replacing the traditional fingerprint sensor with facial recognition marks a significant shift in mobile security and user experience.
Industry experts suggest that Apple’s move signals a potential shift in the future of mobile authentication. While under-screen fingerprint technology is still developing, Apple chose to lead with facial recognition to showcase innovation and counter criticism about its lack of creativity in recent years.
Although the future of phone unlocking remains uncertain, the trend toward full-screen designs is clear. According to telecom analyst Xiang Ligang, full-screen phones will dominate the market in the second half of the year, with many flagship models adopting the design. As more brands enter the race, the full-screen era is set to explode.
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