First look: Apple's luxury iPhone both copies and innovates

CUPERTINO, Calif. (AP) — As soon as you see the iPhone X up close, you'll realize that it's nothing like any of the previous models that Apple has released during the past decade.

But you might notice striking similarities with some of the sleek smartphones that Samsung, Google and others have been churning out during the past year or two.

Like its rivals, Apple has finally gotten around to making a phone with an edge-to-edge display, a nod to consumers' desire for more space to view their photos, watch movies and TV shows, read books and play games.

In that sense, Apple is playing a game of catch-up with the iPhone X — a name that refers to the Roman numeral for "10.