Re: Who buys on features?
> I'm beginning to wonder if Apple have pursued the X as showroom tinsel to get the punters to their store/stand/website, where you sell them your volume device
Exactly. The X is a place holder (like the 1st gen iPod, 1st gen iPhone, 1st gen iPad, 1st gen iWatch... Notice the pattern? :)). In time the yields on the cut-out OLED screens will improve (and thus price will fall and availability will grow), and either an under-screen fingerprint sensor will be perfected or people will get on with the face ID system. HDR video content will become more common, too - Netflicks, Apple and YouTube already offer it (my mate has a daftly expensive OLED LG TV, and it is lovely).
The issues with screen manufacturing mean that the X isn't destined to be a volume seller, so as such it's a better testbed for this Face ID system than a normal iPhone. And the high price tag doesn't matter too much, either.
It's all a distraction from the under the bonnet stuff - the first Apple-designed mobile GPU, plus ISPs and other silicon to make the phones better able to interpret the world around it, combined will calibrated cameras and more sensitive gyros. To what use these abilities are eventually put will depend on 3rd party developers - my guess includes fashion retail, games, surveying and product and interior design. This tech is coming to other platforms too - from Qualcomm, Google and Intel amongst others - but Apple will have it across a lot of devices quickly, which bodies well for 3rd party dev support.