Apple: Face ID didn't fail at iPhone X launch, our staff did

Apple Senior Vice President of Worldwide Marketing Phil Schiller introduces the iPhone X during a launch event in Cupertino California

The company went head-to-head with the Federal Bureau of Investigation over the agency's demand that Apple unlock an iPhone belonging to one of the terrorists behind the San Bernardino, California, shootings.

Something apparently went wrong when the iPhone X's facial recognition feature was being demonstrated during the September 12 event.

In the iPhone X, Apple has ditched the home button, meaning users must use facial recogniton, called Face ID, to unlock their device.

At the time, Cook said in an open letter that complying with the order would entail building "a backdoor to the iPhone" and "something we consider too risky to create".

But he was left red-faced after FaceID didn't work on first attempt - instead prompting him to use his passcode for access. There's nothing wrong with Face ID.

The "biggest leap forward since the original iPhone" may not be entirely innovative compared to some truly groundbreaking Android devices, but as always, Apple manages to take a number of very promising technologies and even an immersive design concept to the next level.

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"People were handling the device for stage demo ahead of time and didn't realize Face ID was trying to authenticate their face".

An image Apple used to illustrate its new Face ID feature.AppleQuestions include whether it's possible for Apple to obtain faceprint data from an iPhone X, how it trained its machine learning algorithms, and whether the Face ID systems may have racial bias. The new iPhone X is able to recognise the user's face with its advanced technology.

It's hard to say if this is exactly what happened with 100 percent confidence, but Apple's explanation does appear plausible. This one is around the handsome 5.8-inch display in the iPhone X. Apple is using an edge-to-edge display in the iPhone X but there is a bit of black bezel area on the top of the phone.

Face ID did not recognize his face.

From the moment Apple started to talk about Face ID, there were concerns voiced about privacy and security. The TrueDepth Camera integrated into the "notch" at the top of the display projects more than 30,000 invisible dots onto the face of the person looking at it.

Apple had tried to quell some of these concerns - the company's vice-president of marketing, Phil Schiller, had assured customers that these face prints will be saved on individual devices and not on the cloud, where they will be accessible to Apple's servers.

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