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Because it's pretty. (And, yes, as others have mentioned, it's physically smaller than the Plus but still has a good size screen, which makes both my pants pocket and my aging eyes happy. The wireless charging is also very nice — I briefly had an S7 Edge, and that was pretty much the only thing I miss about it.)

But mostly... it's pretty.
 
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Because it's super freaking awesome...

Because it's new and different. You interact with it in an entirely new way. Smaller than lugging around a ginormous + model yet virtually the same screen real estate. The notch is a great conversation piece..
 
Because the design of the 8 series is outdated now. It's the fourth year for that design. I personally have been ready for a new design for a while now. The 7 plus has been great, I was excited for that, but was not at all excited for the 8 and 8 plus. The X however did excite me and I am very happy about my decision to purchase the redesigned phone for this year thats been due.
 
Well I got the 8+ over the X. I have enough mileage points so cost wasn't an issue as I could have had either one. But the lack of a home button really bothers me. Swiping seems to me fraught with ambiguity as the iPhone can misinterpret me "using it wrong." A home button is the trump card, if you'll forgive my French. A FaceID that might work at an inopportune time would be a killer -- such as an important phone call, text or email. Some the pro reviewers had moments of non-working FaceID. TouchID always works unless you've got dirty or wet thumb. If you're not of one those care-free kids on Youtube whose parents will pay for that X, as opposed to an adult professional, you might consider the 8+. Bezels or OLED, I honestly could care less. This is a working tool, not an ornament or a way to make me more popular.
 
Trying to think of good reasons. I couldn't care less about the facial recognition and animoji stuff. Camera seems the same except the OIS on the tele lens. Everything else seems the same too except for the design and OLED screen. Anything I'm missing?

It’s obvious the X is a complete 360 from previous gens. This is like getting a 1st gen device per se.
 
Better battery life (2+ additional hrs), better camera (optical stabilization on rear zoom with a faster aperture), and a smaller form factor (no more chins). That’s why I’m going with the X.
 
Trying to think of good reasons. I couldn't care less about the facial recognition and animoji stuff. Camera seems the same except the OIS on the tele lens. Everything else seems the same too except for the design and OLED screen. Anything I'm missing?
I have the 7+ hate the bulk. Was going to order the 8 until I found out the X was roughly the same size with a larger screen than the 8+ just a little skinner. So only reason would be preference. Both are good phones.
 
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