Okay, I’ve read almost all the iPhone X reviews
at this point. As with movies, I typically don’t like to read reviews before I actually experience something for myself, but the whole strategy around the review roll-outs was weird enough this time around that I simply had to read them.
First, all of us who decided to pre-order an iPhone X last week had to do so without reading a single review
(beyond the brief hands-on stuff after the event last month). Second, Apple only gave a handful of people the typical week-long access to the device for their reviews. One of those was Steven Levy, who got to publish ahead of everyone else
. Others included several YouTubers, who did videos yesterday. And Mike Allen, who writes the (fantastic) Axios AM newsletter
. All of these make some sense
to varying degrees (well, except maybe Mike Allen, as much as I love him) but the roll-out of these reviews is still weird.
Even more so when you consider that Apple gave all the remaining “regular” reviewers just 24 hours
with the device before lifting the embargo on reviews. That’s insane. I just don’t see how that benefits anyone: Apple, the reviewers, or most importantly, the public. It’s stupid
The cynic would suggest this is the movie studio not allowing a film to be screened before it opens (always the sign of a crap movie). But the reviews are actually quite good! It’s just that most reviewers are (rightfully) saying, “we haven’t had enough time with this thing” to truly review it.
And when you read Matthew Panzarino’s review
– one of the lucky few who did get a full week with the device – you’re left even more dumbfounded because he clearly notes that it’s weird and even a little frustrating to use the device for the first few days because it’s so different from the previous generations of the iPhone. It’s only after about a week that it not only feels “normal” to use, but better to use. Apple must know this, of course. And they went with this strategy anyway. So weird.
Anyway, I’ll get my (256 GB “Space Gray”) iPhone X on Friday with the rest of the masses. As is always the case these days
, I’ll use the thing for a while before giving my take. Maybe I’ll post some quick thoughts first somewhere, but certainly not after just a day. That’s insanity.
Drinking: a Dogfish Head Punkin Ale 🎃