Tim Cook, maybe Apple should be paying *me* to use the iPhone X

Jason T. Voiovich
The Startup
Published in
14 min readJan 21, 2019

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Would you be more interested if Apple paid *you* $1000?

Why would you not want an iPhone Xs?

I found myself asking that question a few weeks ago after my venerable iPhone 6 started to act up. I bought it not long after it was released (late 2014, if memory serves) and it finally began to give out — software freezes, battery issues, malfunctioning audio jack — likely the result of one too many drops.

Of course, the Apple store was busy (it usually is), and I had plenty of time to wander around. While I waited my turn, I couldn’t help but browse the multiple rows of multiple variants of the newly-updated iPhone Xs.

The screens were nice, but not much nicer than what I had. The non-existent home button took a little getting used to, but it wasn’t too difficult. The days of physical buttons are coming to a close, and Apple’s software-based solution seems both reasonable and elegant. The device felt solid and well made. Beautiful, really.

Nevertheless, I wasn’t persuaded, and I couldn’t put my finger on it.

If you find yourself wondering the same thing, I intend to help you understand why the iPhone X (or Xs, or Xr, or Samsung Galaxy s10, or any other “new tech”) may no longer hold much appeal … and what might need to change to make it more interesting for you.

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Jason T. Voiovich
The Startup

Author of @MarketerInChief — Book launching July 4, 2021 — sign up for updates and pre-order info at http://marketerinchief.com