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Opinion: The iPhone X will overshadow the new Pixels, and Google needs a battle plan

Today, Apple announced the iPhone X to the fanfare of hundreds of members of the media, investors, and its own employees at a large event in the company's new purpose-built Steve Jobs Theater, housed within its brand-new mega-campus. Next month, Google will announce the second generation of its Pixel smartphones, alongside a handful of other new products, at what will likely be a comparatively small affair attended almost exclusively by technology journalists. It will probably be in a nice - but decidedly rented - event space in San Francisco.

Apple will ship millions of iPhone Xs before the year is out, assuming supply is not an issue.

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The iPhone X and Apple Day: Thoughts from five Android Police team members

The iPhone X is, undoubtedly, the most radical rethink of the iPhone to date. Not just for what it adds, but also what it eliminates: no home button, no fingerprint scanner, and no real bezels to speak of. While the design of Apple's new phone isn't exactly unfamiliar, it's still fairly stunning in its own right, and pretty much seals the deal on low-bezel phones being the future.

There's no doubt in my mind that the iPhone X will create an attention vacuum for all other smartphones. Certainly, other phones will still be announced and get coverage, but it will be far more limited in terms of staying power and general interest to the smartphone-buying public.

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