Apple is now turning to social media influencers to review its products. The technology giant sent its iPhone X to half a dozen YouTube stars ahead of the official release. Murray Newlands, Chief Marketing Officer at influencer platform, says this strategy is a great way for Apple to expand its reach into new markets. YouTube stars, in particular, are great at engaging with their viewers and generating excitement, says Newlands. This can be especially important in highlighting iPhone X's facial recognition capability. On the issue of ethics and the way journalists approach reviews compared with influencers, Newlands says it is in the interest of influencers to be transparent about sponsorship when working under the power of the Apple brand.