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I think part of it is that the Android phones have overtaken "wow factor" elements. It may not all be in one package but pretty much everything that the iphone X has has been around on Android for a while (apart from the animoji thing which isn't really your target audience for those happy to drop a grand on a phone).
Lack of bezels, face recognition, "portrait" camera filter, OLED screens, etc have all been around for ages.
aggi-
Yep. Apple are now the company they were in contrast to years ago. This X phone is positioned like a luxury item, just like watches and the stores are now. The original iphone, ipod, macbook had ambitions to affect everyone, not just those who could pay through the nose. There is little revolutionary about staring at a phone to unlock it, rather than swiping, even the idea of it is dull. They have become Microsoft, when Microsoft were shit.
Squaredisk
It's amazing. Everyone has got used to the developmental progress in devices now. When the original iPhone came out it was genuinely an innovative step in the field with the way Apple presented it - had a 'wow factor'. This version looks a similar huge step, but people now have a fatigue about "thinner, lighter, better screen" to the point where Apple have to promote this Animoji thing. 10 years on and we're spoilt in a way. Plus Android has been surpassing Apple in a lot of areas too. Apple got bloated in 10 years and obsessed with proprietary fence-building.