Did you like iPhone X?

When Apple chief Tim Cook declared the iPhone X "the biggest leap forward since the first iPhone" at his latest launch extravaganza, you couldn't help but wonder if he was referring to its features or its price.
With the top-end model costing £1,149, customers are paying a premium to swap their fingerprint sensor for a facial scanner and the ability to make an animated monkey or poo emoji copy their bemused looks.
In opting to refer to the model as "ten" rather than "x", the firm has also thrown its naming convention into a bit of confusion - will there ever be an iPhone 9 - or indeed IX?