Apple's iPhone X goes on sale Friday, and it's without a doubt one of the most important device launches in the company's history.
At a $999 starting price, the flagship device has to impress, and prove that Apple can still innovate. The U.S. technology giant has been criticized at times for not being the market leader when it comes to technology.
Many of the features on its phone have been pioneered by rivals like Samsung.
But Apple's iPhone X – pronounced as "ten" – is packed with high-end features. The FaceID system, which lets you unlock the phone with a scan of your face, requires very advanced sensors. And Apple has continued to innovate on its own chips. The A11 bionic chip in the iPhone X is made specifically to carry out tasks requiring artificial intelligence.
Apple told CNBC on Friday that demand for the iPhone X is "off the charts." But it has been well publicized that the company may not have enough phones to satisfy demand, and this could mean delayed deliveries for weeks.
So far, the noise seems encouraging. But the danger is that the wait time could also push people toward a cheaper iPhone 7 model, or cause them to hold off buying any other Apple devices. That could be bad news for Apple's earnings set to be released later this week.