Apple Limits Lengthy Testing for Most iPhone X Reviewers
October 31 2017 - 12:47PM
Dow Jones News
By Tripp Mickle
Apple Inc. departed from its traditional preview strategy for
what it bills as its most important new iPhone in years,
prioritizing early access to the iPhone X for YouTube personalities
and celebrities over most technology columnists who traditionally
review its new products.
Apple provided the iPhone X to a small number of traditional
testers for about a week, while limiting most others, The Wall
Street Journal included, to a single day with the device before
reviews could be published. About a half-dozen personalities on
Alphabet Inc.'s YouTube video service were granted time with the
device before its release.
The company seeded the iPhone X to at least three influencers
with different audiences: actor Mindy Kaling, who shared her
thoughts with Glamour; 12-year-old developer Alex Knoll, who showed
off the device on Ellen DeGeneres's television show; and political
journalist Mike Allen, who included insights from his tech-savvy
nephew in Axios's morning newsletter.
Traditional publications and tech outlets that in past years
received review models for a week of testing were given the iPhone
X fewer than 24 hours ago, resulting in crash reviews and
first-impression takes from USA Today, the Washington Post, the
Verge and others.
In the U.S., BuzzFeed, TechCrunch and Mashable were given a week
with the iPhone X, as were the Telegraph and the Independent in the
United Kingdom. The device also was given for a week to outlets in
Japan, China, Australia and other countries. Stephen Levy of Wired,
among the handful of people to test the first-ever iPhone, spent a
week with the iPhone X and posted his "first look" impressions a
day before most other publications.
The change in strategy meant the iPhone X, which hits stores
Friday, got less testing than most of its predecessors before
reviews could be published. The handful of reviewers that received
the device for a week largely praised its full-screen display,
facial-recognition system and smaller physical size. Removing the
physical home button meant people would have to adjust to how they
operated the device, they said.
Crash reviewers largely echoed those sentiments, adding the
caveat that they could discover issues after they spend more time
with the device. Most pledged full reviews for later in the
week.
The review strategy is "unusual," said Jan Dawson, an analyst
with Jackdaw Research. "It's possible Apple wanted some reviews out
early and those would be the more enthusiastic ones."
He said YouTube reviewers tend to be more positive when given
early access to devices, and that most reviews aren't overly
negative.
"Unless Apple felt like there would be some bad elements in the
reviews, why would you hold back?" Mr. Dawson asked. "Why would you
be selective about who gets it first?
The unusual approach comes in an iPhone release year marked by
anomalies. For the first time, Apple released a trio of new
handsets at its big fall launch event -- the iPhone 8, 8 Plus and
X. It also increased prices on its suite of new phones and
staggered the launch with the iPhone 8 hitting stores Sept. 22 and
the iPhone X hitting stores six weeks later.
The iPhone X arguably is the most important iPhone in a decade.
Apple billed the device the smartphone of the future, and investor
anticipation of strong sales has helped send the company's stock up
more than 45%. Its success has taken on increasing importance amid
lackluster sales for the iPhone 8 and 8 Plus.
At $999, the iPhone X is the highest-priced major smartphone
ever. It is expected to be in limited supply after production
issues over the summer delayed manufacturing by at least a month.
Advanced preorders began last week, and early demand quickly pushed
shipment times for the device to five to six weeks from the day of
an order -- more than double the wait for last year's iPhone 7.
Write to Tripp Mickle at Tripp.Mickle@wsj.com
(END) Dow Jones Newswires
October 31, 2017 12:32 ET (16:32 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
Alphabet (NASDAQ:GOOGL)
Historical Stock Chart
From Mar 2024 to Apr 2024
Alphabet (NASDAQ:GOOGL)
Historical Stock Chart
From Apr 2023 to Apr 2024