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When Apple first publicly showed off the iPhone X at a keynote last September, executive Phil Schiller hailed the new handset as "all-screen" and "beautiful to look at", adding descriptively that "the display fits edge-to-edge, top-to-bottom". He branded this display "the Super Retina display", reflecting its improvements upon the Retina displays long featured in Apple devices. In all, he hailed the screen as "the first OLED display great enough to be in an iPhone."

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