After years of growth, why is the iPhone X struggling in the marketplace? Apple reinvented the smartphone space with the first iPhone 11 years ago. Now they are reinventing it again with their new iPhone X design. If the original iPhone was such a success over the last decade, why is this new design finding the path to growth so tough?

The reason is simple. The original iPhone was brand new. Users had no existing habits yet. When it all started, AT&T Mobility was the only carrier that carried the iPhone for several years. It started with only a few hundred apps left over from the Blackberry era but grew rapidly. Eventually every wireless carrier started to carry the device.

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