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    How Apple’s unconventional iPhone X marketing strategy will make you want one at any cost

    by MICHAEL SIMON Dec 13, 2017 4 minutes

    The iPhone X is here. Mind you, if you haven’t staked a spot in line at an Apple Store you probably won’t be able to get one, but technically iPhone X is finally available for purchase. And based on its unconventional marketing push, Apple really, really wants you to want to buy one, even if you don’t actually intend to plunk down $1,000-plus dollars.

    Not that it didn’t want you to lust over the iPhone 7 or iPhone 6, but there’s something different about the way Apple is hawking iPhone X. With iPhone 8, Apple is selling a new phone: better processor, better

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