Ken Segall said in his blog:

Apple advertising was always creative and fun, but it was also intelligent and accurate. That’s what made it the industry’s “gold standard” for marketing.

He added:

That’s why it makes me nervous when I see today’s Apple playing loose with words and images to sell a product.

Case in point: the “all-screen” iPhone X.

Of course we can see with our own eyes that iPhone X is not all-screen. It has a noticeable edge around the entire display, which even the Samsung S8 does not have. And then there is “the notch” — the object of many a critic’s venom.

Here he posted a comparison picture of iPhone X and Samsung S8:

I’m OK with the other three sides being described as “all-screen”. But the head with a notch? Sorry, no. It’s just like an island with eight sensors. If iPhone X’s head looks exactly like the bottom — yet it’s not Samsung’s version — I would have no problem admitting its “all-screen”.

There is a simple way to think about that: what if Apple spends more time on iPhone X, and finally makes the SCREEN ITSELF as SENSOR? It’s not easy definitely, but at least Apple could describe it as “all-screen” with honor.