You know, so many people hated on the “notch” leading up to the iPhone X announcement, but it may have been the most brilliant part of the design. After listening to several financial analysts, I see the biggest reason for Apple to embrace the “notch.” Think about it, when you see a mobile phone or tablet represented in our culture, it is almost always the iPhone/iPad design. If Apple wants that to to continue after the removal of the home button and the edge to edge screen, they need something that is uniquely their own. A large rectangle edge to edge screen will soon be ubiquitous and will be hard to distinguish, but the “notch” will remedy that.