After 10 years of epic success selling roughly the same luxury good to the world, last year Apple decided to radically reinvent its iPhone with a totally new design, a never-before-seen Face ID system, and a four-figure price tag. The company could have just released its pair of iPhone 8 models and instantly minted a fresh $100 billion in revenue, but it opted to do more than that. The iPhone X is the biggest risk Apple has yet taken with its most important product — the most influential single product in consumer electronics history — and what’s striking to me is how casually we’ve all accepted its success. Apple fans and detractors alike both seem to have taken it for granted that the iPhone X would be as good and as well received as…

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