A customer touches the screen of the new iPhone X at the Apple Store Union Square on November 3, 2017, in San Francisco, California. Apple's flagship iPhone X hits stores around the world as the company predicts bumper sales despite the handset's eye-watering price tag, and celebrates a surge in profits. / AFP PHOTO / Elijah Nouvelage
Apple proclaims each new iPhone model is the best one it has ever made. The company says every software update is better than the last. In general, Apple believes everything it does is awesome.
There's a consequence to declaring victory no matter what: It becomes impossible to define success.
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