Reposting my comments from another thread here, because I think they're relevant. --- It's funny, looking back over the last 3-4 years of Apple designs we've all said very similar things prior to/at release. Coming from the amazing looking/feeling 4 and 5 series iPhones, when the leaks of 6 series came out everyone here was posting, rightfully so at the time, "what the hell? No way will Apple release a phone with those antenna bands!", "protruding camera?! You guys don't know Apple!" - then disbelief when it was all confirmed at the keynote. "No way would Steve had allowed this". We were right of course. This time around people said the same thing about the notch, and are saying the same things after the keynote. But it's really not surprising. If we ignore Apple devices releases prior to 2013, the iPhone X is right in line with the quality of design of the iPhone 6/7. It's right in line with iOS7. OSX Yosemite. With the AirPods. That ugly as sin Battery Case. The pastel coloured wallpapers. The AppleTV 4 Remote. The Apple Watch. You can tell it's all the same team of designers working on this stuff. The user experience, which used to the central point of all of Apples hardware and software, has taken a backseat to marketable gimmicks and has done for some time now. More and more people are starting to realise this, and I think with the iPhone X, it's now more apparent to the masses than ever before. Everything about the iPhone X looks cumbersome as hell, from the notch, to the aspect ratio, to FaceID, to the reworking of a whole bunch of frequently used iOS gestures, to the reworking of iOS to have a weird wasted space at the top and bottom of the screen. I can just picture it now, a poor iPhone X user fumbling around, with headphone dongles hanging from their phone, trying to unlock their phone with FaceID and get to the Control Centre in the upper right corner with one hand, while an AirPod drops out of an ear onto the pavement. All these posts don't feel like your typical "Apple is doomed" posts we've all grown accustomed to over the years, but more so the fact that Apple, with the iPhone X, have managed to break the spell people were under. Instead of the flagship iPhone being an object of envy of those that don't have it, people who buy it are going to be looked at as fools for having paid so much for a device that seems so awkward and poorly designed. I think this is going to a turning point for the iPhone one way or another. I also think Apple have taken the iPhone market for granted, like they did the iPads for a while. This can only be a good thing for us, I mean look at what they did with the latest range of iPad Pro's - they're incredible. The iPad market was dying a slow death a year ago. Apple are still capable of making great products, they just need a fire to be lit under them to make them hungry for it again instead of complacent. Hopefully the reaction to iPhone X is that fire.