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I don't think there's anything particularly game changing about the 10. Every bit that they've mentioned, apart from gimmicky crap like the animoji, have been seen on other phones over the past few years.
The 4k tv intro was similarly cringey. Comparing a trivial resolution bump as being similar to be invention of the TV or colour pictures.It'll be a decent bit of kit and it'll work at least as well as any of its rivals. Having used both, I prefer iOS to Android so I'll likely get an iPhone instead of an S8. That's where my £10 a week will go.
duncs
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.