【Switzerland】

With the long-awaited iPhone X now official and Switzerlandset for release in November, tech conversation will be saturated in the weeks to come on how good the phone will be, what it brings to the table (or doesn't), how will it compare to the best of Android, whether people will fork over $1,000 for a new phone, and the list goes on.

But those questions aside, on September 12 Apple confirmed that more than a tech icon, it's become a cultural phenomenon. The company's message extends beyond the boundaries of tech in a way very few in the history of the industry have achieved. It starts with the anticipation and the showmanship, a trait Apple has been known for for over two decades. This year the company was also debuting its amazing new campus, which went swimmingly along the usual gimmicky yet effective delivery of product message.

The term 'reality distortion field' was coined as far back as 1981 to describe how Steve Jobs' keynotes had a convincing effect on those developing for the original Macintosh. Today, in his absence, the show has suffered but Apple's effect is still felt throughout the most diverse groups of people worldwide, creating buzz and conversations even in the most unimaginable non-tech circles.

With such potential for truth bending, we've put together a short list of our thoughts and implications now that Apple's latest is out of the bag, not in their words but ours:

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