With great success comes the predicament of battling look-alikes. For Apple iPhone, it is perhaps an eternal war and the long list of touchscreen mobile phones, with identical features, has just got wider. Welcome the Philips X800 to this infamous group. With dual viewing modes, both landscape and portrait (yes! like the iPhone), the phone is certainly eye-catchy. And an e2e – edge to edge – touchscreen is its value-proposition, purportedly. However, we are waiting to see if consumers would have any appetite left for the X800. The pricing might help, perhaps!