Apple ahead of iPhone X preorders this Friday, from 12:01am PDT, has revamped its homepage with a slew of animations touting the various features of the device.

The following key iPhone X features are being promoted:

  • Design and display: The all-new 5.8-inch Super Retina display fills the entire surface. And both front and back are made from the most durable glass ever in a smartphone.
  • TrueDepth camera: So much technology in so little space. The TrueDepth camera makes Face ID, Portrait mode, Portrait Lighting and Animoji possible.
  • Face ID: Your face is your password. Introducing a secure and private new way to unlock, authenticate and pay—with just a glance.
  • A11 Bionic: The most powerful and starters chip ever in a smartphone, with a neural engine capable of up to 600 billion operations per second.
  • Radically new rear cameras: Dual 12-megapixel cameras optimize every photo op with dual optical image stabilization and all-new Portrait Lighting.
  • Wireless charging: Put it down, power it up. iPhone X is designed for a wireless world.

Apple apparently has big plans for wireless charging.

Not only do iPhone 8, iPhone 8 Plus and iPhone X support inductive wireless charging that’s compatible with the ubiquitous Q1 standard, but Apple is also scheduled to release a dedicated multi-device charging mat and a wireless charging case for AirPods some time next year.

I generally don’t have any objections in terms of iPhone X marketing, but other people have noted that promoting iPhone X phone as an “all-screen” phone is not entirely accurate.

Apple’s former marketing executive Ken Segall says they’re playing loose with words and images to sell a product. “Of course we can see with our own eyes that iPhone X is not all-screen,” he wrote. “It has a noticeable edge around the entire display, which even Samsung’s Galaxy S8 does not have. And then there is ‘the notch’—the object of many a critic’s venom.”

Thoughts on Apple’s iPhone X advertising?

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