There's a growing number of phones with in-display fingerprint readers - most coming from vivo, but with participation from Xiaomi, Oppo and Meizu too (and some interest from Huawei). Those companies sniffed out the coming trend before anyone else. You could say that it was obvious, the cool factor alone would push companies to adopt in-display readers once the tech was ready. But Apple is the trend-setter and Apple declared that fingerprint readers are out, 3D face scanners are the new hotness. Going by rumors for the 2018 generation of iPhones, it seems that Cupertino will double down...
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