Apple’s latest creations have all the allure we’ve come to expect from the company’s carefully orchestrated marketing machine. Check and check. But before automatically forking over nearly $1,000 for iPhone X, it may be worth examining how most of us react when presented with a new, “improved” product. And early reports of slower sales for iPhone 8 suggested some may have been holding out for iPhone X which began pre-order sales today and will be available in stores next week. Sure, there may changes — in the case of iPhone X, wireless charging, facial recognition capabilities and higher-resolution photography are, well, cool.

Source: Forbes October 27, 2017 15:45 UTC