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Apple learns to feed the hype for its iPhone X launch—and snubs a lot of important people

Written by Latest News.

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An iPhone X ad in Beijing, China.An iPhone X ad in Beijing, China.

Image: LightRocket via Getty Images

2016%2f09%2f16%2f9c%2fhttpsd2mhye01h4nj2n.cloudfront.netmediazgkymde1lzaz.ce8caBy Colin Daileda2017-10-31 18:35:03 UTC

Even before John Gruber started his one-man Apple-centric media operation, Daring Fireball, he knew he wanted to "be opinionated."

Those opinions are often reserved for Apple items and other consumer technology topics, so it'd make sense for devotees of his site to expect even more in that vein during the lead-up to the release of the iPhone X, arguably the most-anticipated iPhone since the original. But Gruber's dedicated the last few days of his site not to his opinion on the iPhone X or the iPhone's evolution, but to bashing Apple's rollout. 

Though many traditional reviewers (including Gruber) now seem to have their handson an iPhone X (and at least one seems to have been among the very first), it appears Apple only allowed them to to behold the X after some folks on YouTube had ample time to review it first. 

Gruber does not like this, and he's taken to posting snippet rants about several of the videos on his site

Gruber: "Thank god Apple seeded these insightful critics with a review unit."

Gruber: "Thank god Apple seeded Fashion with a review unit."

Then he cuts a bit out of an X review by Axios's Mike Allen, who he then proceeds to bash:

"Thank god Apple seeded Mike Allen with an iPhone X review unit. Such great insight from his fucking nephew, the emoji expert."

Alrighty then. 

Gruber didn't respond to a request for comment at the time of this little article here, and, while I'm sure some folks won't loveeee his "fucking nephew" bit, it does make sense that he's a bit mad. When you make your livelihood being at the center of the Apple conversation and the company prevents some your ability to do that, it's gotta sting. 

Such, of course, is the nature of being beholden to the Apple machine. 

For the X, Apple has gone a different rollout route than the traditional "release to the pillars of the tech review industry and go from there." 

The YouTube reviews don't

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