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The iPhone X is here however if you have not pre-ordered or staked a spot on line at an Apple Store you probably won’t be able to get one. Based on its unconventional marketing push, Apple really really wants you to want to buy one, even if you don’t actually intend to put down £999 plus. 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.

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