It must be one of the most viewed press conferences when Apple releases its new products. Millions of fans across the globe stay up all night in spite of time differences just to follow the latest Apple fashion.

On Tuesday local time in California, Tim Cook unveiled the company's latest products: iPhone 8, iPhone 8 Plus, iPhone X, Apple Watch Series 3, and Apple TV 4K. The iPhone 8 failed to stun many fans, but the iPhone X became an instant hit.

The iPhone X, reportedly the anniversary edition for Apple smartphone’s upcoming 10th birthday, boasts a 5.8-inch HDR OLED edge-to-edge display with “the most durable glass” along with new features including Face ID, animated emojis, wireless charging, and allegedly the most powerful smartphone chip A11 Bionic.

It also caught the eyes of many photography aficionados with its improved camera, a dual 12-megapixel camera with optical image stabilization and portrait lighting for better pictures.

But the amazing phone comes with a big price tag, as an iPhone X is priced at $999 for its 64GB edition in the US. It will be priced at 8,388 yuan on the Chinese mainland, which equals about $1,285.

The sticker shock gave many fans cold feet, but it also made Apple the butt of jokes. The iPhone used to be called a “kidney-ripper” for its high price, but many are now calling the new iPhone X a “body-ripper,” because one kidney would not be enough.

Face ID for Apple Pay has also become a popular source of jokes. Some joked that men may sleep with one eye open out of fear that their partners would use the feature to buy things when they are not sober. Others joked that those with heavy makeup would be locked out of their phones since their faces without makeup would not be recognized.

“The next time your wife calls for you, be careful, for with just one look, you could be spending thousands,” joked one netizen.

Meanwhile, some Chinese fans wrote satire on the Quora-like question-and-answer site Zhihu, saying that it was comforting to watch Apple CEO Tim Cook present the iPhone X in tribute to Chinese phone maker Xiaomi, whose MIX series, launched last October, also featured edge-to-edge display with a ceramic body. Others joked that the new Apple Watch, which can now make phone calls, reminds them of the “Genius Watch” from Guangdong Genius Technology, a multifunctional smart watch device for children.

While many Chinese fans expressed their longing for the new phone, which hits the Chinese mainland market in November, others expressed pessimism about Apple’s new product, as rising star Chinese phone maker Huawei is scheduled to release its latest Mate 10 in October. Media reports have predicted that the new phone would be similar to the iPhone X in terms of function and would include Huawei’s Kirin 970 chip, reportedly the world’s first AI chip.