DON'T Buy The iPhone 8, Buy The iPhone 8.

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This is an iPhone 8 unboxing... or is it? The iPhone 8 and iPhone 8 Plus recently hit shelves at the Apple Store. Normally any iPhone launch arrives with significant fanfare. That said, the iPhone 8 and iPhone 8 Plus launched in advance of Apple's true flagship, The iPhone X. When comparing directly, iPhone 8 vs iPhone X it becomes clear that Apple has invested more heavily in the X. The iPhone X represents a complete redesign in line with this year's flagship competitors including the Galaxy S8, S8+, Note 8 and others. Images surfaced on iPhone 8 launch day of some empty Apple stores (an unusual site for Apple stores during new product launches). I'm sure Apple will sell plenty of iPhone 8, iPhone 8 Plus and iPhone X but the real question is whether or not iPhone demand is softening in general.

This video is unlike anything else I've ever published. It's an experiment. An inside look into my thought process after years of overexposure to tech and numerous iPhone launches. You may like this video or hate it, I'm cool with that. For some reason sitting there staring at these iPhones prompted this internal dialogue and so we went with it. Branching out like this was a healthy exercise for the small group of us that worked on it. My only hope, really is to illuminate the inner (and outer) conversations that us YouTube tech guys have privately. Sometimes I'm genuinely excited, some products bring that out of me. Sometimes it's the opposite and that feeling presents it's own set of complications trying to relay that message responsibly. There's nothing wrong with the iPhone 8 but it is another iPhone.

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