Here’s Why That iPhone X Facial Recognition Demo Bombed

September 14, 2017

2:50 pm

At the Apple Special Event this week, Tim Cook unveiled “the future of smartphones:” the iPhone X. With a beautiful screen, improved camera, and enough features to make your smart fridge nervous, the ten year anniversary edition of the world’s first smartphone brought Apple enthusiasts to their knees.

During the iPhoneX demonstration, which took up at least one third of the event, Craig Federighi attempted to demonstrate the smartphones most impressive feature: FaceID. The technology would allow users to unlock their phones and make purchases just by looking at the iPhone X’s dramatically improved camera. Then, tragedy struck.

As perhaps one of the most influential companies in the world, the last thing Apple wants to hear at their event is, “Ho ho ho! Let’s try that again!” The world responded appropriately, with outlandish headlines, falling stocks, and plenty of people chiming in as they saw fit.

Fortunately for iPhone fans around the world, the tech giant had a reasonable and viable excuse for the mishap, which didn’t pass the buck or blame anybody at all…

“People were handling the device for the stage demo ahead of time and didn’t realize Face ID was trying to authenticate their face. After failing a number of times, because they weren’t Craig, the iPhone did what it was designed to do, which was to require his passcode,” said an Apple rep to Yahoo.

While it may have taken them a few days to get it out, this does make the most sense. After all, if you were backstage at the Apple Special Event and the iPhone X was just sitting there, wouldn’t you pick it up?

Read more about the Apple Special Event on TechCo


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Conor is a writer, comedian and world-renowned sweetheart. As the Assistant Editor and Writer at Tech.Co, he’s written about everything from Kickstarter campaigns and budding startups to tech titans and innovative technologies. His background in stand-up comedy made him the perfect person to host Startup Night at SXSW and the Funding Q&A at Innovate! and Celebrate, posing questions to notable tech minds from around the world. In his spare time, he thinks about how to properly pronounce the word "colloquially." Conor is the Assistant Editor and Writer at Tech.Co. You can email him at

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