One of the most innovative features of Apple's new iPhone X is the front-facing TrueDepth camera which not only takes excellent photos, but it can accurately scan your face for authentication purposes.
As you'd expect, Apple incorporated this technology natively into iOS for unlocking your phone and verifying your identity for purchases or iCloud keychain access. Beyond this, the excitement comes in when you consider what third-party app developers can do with this technology.
Warby Parker is one of the first to incorporate TrueDepth results into their iOS app which is now available for download. Since the company sells eyeglasses, the app will now scan your face to determine the best pair of frames for your facial structure.
Admittedly, this isn't any justifiable reason for buying the iPhone X (neither are animojis) although it gives you a glimpse as to what this advancement in camera technology is capable of when developers start to incorporate it more commonly in their app.