Unveiling any new iPhone is a massive deal.
Whenever Apple showcases its latest devices, the world watches - which is a whole lot of pressure for the execs up on stage.
And unfortunately, demonstrating new tech doesn't always go smoothly - as Craig Federighi, Apple’s senior vice president of Software Engineering, discovered back in 2017.
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That year the Apple Special Event was a big one, revealing the iPhone X, iPhone 8, Apple Watch Series 3 and Apple TV 4K - and Federighi took to the stage to show off a new feature: Face ID.
This was the exciting new replacement for Touch ID - meaning you no longer had to use your thumbprint to unlock your phone, because you could just look at the handset and use facial recognition instead.
It was a big change, as it heralded in a new era of iPhones - ones with out any home buttons.
Federighi picked up an iPhone X and said, somewhat ambitiously: "Unlocking it is as easy as looking at it and swiping up."
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And of course, things didn't quite go to plan. Instead of successfully unlocking the phone - which was projected onto a massive screen for everyone to see - he instead brought up the screen that asks you to manually input your passcode.
Federighi somewhat sheepishly reached for a backup device, and said: "Let's try that again" - and he had a bit more luck the second time round.
This wasn't the only new feature of the iPhone X - it also had an improved front camera for better selfies, a new, faster chip, and doing away with a home button made for a sleek, all-glass display.
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And while Federighi might still be cringing at his technological trouble during the 2017 event, the legacy of that day is much bigger than an embarrassing snafu.
The comments section reflects how the introduction of the iPhone X was a real game-changer.
"Apple was right. They did revolutionize the phone industry for a second time. Hats off to everyone at Apple," one YouTuber wrote.
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Another added: "I remember the iPhone X was so controversial when released. Now it's still the best change to the design they've ever done."
And a third chimed in: "I'm still getting CHILLS from the iPhone X reveal."
Things have moved on since then, and we're now on the iPhone 15 - but it shows that the iPhone X made some smart design choices, as later models have continued to do away with the home button and use Face ID.