The iPhone Xs: An innovation dilemma

In a financial conference call during the last year, Apple CEO Tim Cook described the iPhone X as setting up the next ten years of smartphones. It’s easy to see now what Cook meant by that: this week, the company updated all of its new iPhones to follow the design example set by the iPhone X.

But even as it unveiled the iPhone Xs Max and the iPhone XR, the company ran into a struggle when it came to the iPhone X’s successor, the iPhone Xs. How do you take what was formerly your most advanced iPhone and distinguish it from the rest of your now equally advanced line-up?

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