Apple doesn’t change its homepage layout all that often, but for the rollout of the iPhone X, it’s shaking things up. The landing page of Apple’s website is now filled with a half-dozen animations showing off the tech inside the forthcoming iPhone. It looks like what you’d expect to find on the dedicated iPhone X page, whereas Apple usually uses its homepage to showcase a bunch of different products.

This in itself isn’t all that strange. If you’re visiting Apple’s website in the next few days, there’s a very good chance you’re looking for information on the iPhone X. And naturally, Apple would want to advertise its expensive new device.

But Apple’s rollout of this phone has been different from…

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