The iPhone X is a game changer in terms of how the user inter-acts with the device...and I call it a device rather than a iphone because it's everything from a camera, video camera, email, ipod, etc. Having said that it doesn't appear to crack any new business categories...just an big change on how the user interacts.
Apple's play will convert some Android but not many (maybe they'll convert the failed Microsoft phone users) ....the question is the speed of upgrade from your existing apple devices for those who are happy with the apple ecosystem.
For those who commented about better innovation from others, or that apple copies, etc....apple does not care about you, doesn't value your opinions about how much better you like your Samsung device. They're making plenty of money growing the happy base. And BTW, that happy base are not techno-illiterate dumbo's, or "fan-boys", but many who are very happy with a sophisticated suite of products that work well together.