iPhone X puts exclamation point on Apple's pricing strategy

Apple said the phone's battery will last two hours longer than that of the iPhone 7. But rival phones -- many of them from Samsung -- already offer similar displays, facial recognition, augmented reality and wireless charging, if often in cruder forms that mostly haven't won over large numbers of phone users. None of which is to say that Apple won't break new ground. In particular, the iPhone X gives Apple the opportunity to bring augmented reality -- essentially the projection of computer-generated images into real-world surroundings, a la the monster hunts in "Pokemon Go" -- into mainstream use. No one can say with certainty what sort of "killer app" will make augmented reality a hit.