How Apple’s unconventional iPhone X marketing strategy will make you want one at any cost
Friday, 3 November 2017 () iPhone X is here. Mind you, if you haven't already pre-ordered or staked a spot on line at an Apple Store you probably won't be able to get one, but technically iPhone X is finally available for purchase. And based on its unconventional marketing push, Apple really really wants you to want to buy one, even if you don't actually intend to plunk down $1,000-plus dollars.
Not that it didn't want you to lust over the iPhone 7 or iPhone 6, but there's something different about the way Apple is hawking iPhone X. With iPhone 8, Apple is selling a new phone: better processor, better camera, new color. With iPhone X, it's selling an experience. From the YouTube first impression videos to celebrity retweets and rolling reviews, iPhone X is being presented not as a device but a phenomenon. Like a summer blockbuster, iPhone X is the new thing that everyone's talking about. And if you're not buying it, you need to see it. And once you see it, you'll want one.
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