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Apple •

#AppleEvent: the highs, the lows and the memes from Apple’s iPhone X launch

Andy Walker, former editor
By Andy Walker, former editor
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Today at its headquarters in Cupertino, Apple announced a refreshed product lineup including a number of new iPhones, a new Apple TV and a shiny new Apple Watch, and Twitter users were (sure enough) reporting live from their armchairs.

For all the technical specifications and more, you might want to visit our sister site Gearburn. But over here, we took a deeper, introspective look at social media’s reaction to Apple’s launch event, from start to finish.

Sit back, and enjoy the memes, joy and jibes from the bleachers.

The buildup…

The hype pre-event was palpable, with many readying getting those stacks of dollars.

Some shade was thrown Android’s way too, with Samsung the specific target.

Users also speculated on the design pre-launch, which likely roused a smirk or two.

Welcome to the Steve Jobs Theatre

Tim Cook opened the event with a touching tribute to Steve Jobs, in the Apple founder’s eponymous Theatre. Some couldn’t hold back the tears.

Apple: the city-building company?

When Apple retail updates preceded the main announcements, Twitter got antsy. Even the announcement of new Apple retail parks in Paris and New York passed without fanfare.

Apple Watch Series 3

But the first big product announcement came Apple Watch. And it’s now the best selling watch in the world, according to Tim Cook.

After a brief video of Apple Watch users reading letters sent to Tim Cook, some in the audience got a bit emotional.

But some just wanted to see the iPhone.

And when the Apple Watch Series 3 was announced…

The company also demoed the Series 3’s new video calling ability, by calling an Apple employee out paddling on a lake. Naturally, Twitter duly responded with snark.

Apple TV 4K

Apple TV also received an update. But if you’re not a sports fan or care about gaming, you’re out of luck. There is 4K streaming, though.

Yeah, Twitter wasn’t unanimously convinced.

The iPhone 8 and iPhone 8 Plus

But then came the iPhone announcements. And Twitter’s mood perked in anticipation.

The iPhone 8 and iPhone 8 Plus were then made official. Reactions were… mixed.

The all-glass front and rear received special attention.

The presence of bezels scared those used to 2017’s aesthetic blueprints.

Others weren’t even sure that this was a new iPhone.

The disappointment was stinging.

The 12MP and dual 12MP cameras on the 8 and 8 Plus did receive some love though (even from Gearburn).

And wireless charging, which signaled the death of broken cables.

But was that all? Some predicted that Apple had something up its sleeve…

…And then it happened.

One more thing… the iPhone X

The 10th anniversary iPhone X appeared.

The face has an edge-to-edge Super Retina OLED screen, and a slew of sensors embedded in the top bezel. Face ID — which allows users to unlock the phone by simply looking at it — became a major talking point.

Hilariously, the Face ID demo didn’t quite work as planned.

And a new meme was born.

Apple’s animated emoji system Animoji — which uses facial animations to control some much-loved emoji — also debuted with fanfare from the community.

But another low was the “2 hours more battery life than the iPhone 7” announcement, which fell flat.

And that was all.

After the announcement (and the obligatory Jony Ive-narrated video)…

…some felt Apple missed a live concert opportunity.

But the price was the whipped cream on the Apple crumble.

For more information on the iPhone X, 8 series and Apple’s other products announced at tonight’s event, visit Gearburn.

Andy Walker, former editor

Andy Walker, former editor

Andy wrote for Burn Media between 2014 and 2020, serving as Editor for Memeburn, Gearburn, and Motorburn from 2017 until 2020.

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