Analyzing early adopter reviews of Apple's iPhone X from major online retailers, a new report from the Consumer Sentiment Analysis (CSA) service at Strategy Analytics has found that its camera is the major driver among positive ratings and in particular, the front facing camera which allows Apple's new security feature, Face ID, is a key market differentiator.
The research group says Apple's upgraded front-facing TrueDepth camera has allowed new security and augmented reality features through Face ID and Animojis, respectively. In particular, consumer sentiment surrounding Face ID is extremely positive.
Consumer sentiment for the display and battery is also positive. Around 80% of reviews for these core features are positive though sentiment remained greater for the camera, notes Strategy Analytics.
Brand equity remains an important factor for the iPhone X. As an established brand with a loyal customer base, those already in the Apple ecosystem will continue to purchase these products, adds Strategy Analytics.
"Overall, early adopters of the iPhone X are satisfied with the device. The combination of consumer sentiment for device features and Apple's brand reputation help this device become a standout product in the US Smartphone market,” Adam Thorwart, lead analyst and report author, says.