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Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone X during a launch event in Cupertino, California on September 12.   © Reuters

iPhone X has to excite Asia, but will it?

Region's consumers are getting used to less expensive smartphones

YUICHIRO KANEMATSU, Nikkei staff writer | North America

PALO ALTO, U.S. -- Apple has a lot riding on the iPhone X. The smartphone's 10-year anniversary model has to excite Asian smartphone users all over again. Otherwise a visible decline in Apple's regionwide market share could recede even further.

Apple introduced its premier smartphone here on Tuesday. The handset got a lot of attention for dropping the home button in favor of some rather impressive facial recognition software.

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