The iPhone X (full review here) is the smartphone Apple always wanted to make.
Sure, the company released three phones this fall, and like a parent who insists they love all of their children equally, Apple claims that the iPhone 8, 8 Plus, and iPhone X are each unique and special in their own way. But it’s obvious that the company is bending the truth — because the iPhone X is special in its own right.
“It’s something just entirely new,” said Apple SVP of worldwide marketing Phil Schiller. “I think customers were ready to have one more thing in the iPhone line that was new and very different.”
Reporters recently sat down with Schiller and other senior members of Apple’s executive team including SVP of software engineering Craig Federighi, SVP hardware engineering Dan Riccio, and VP of user interface design Alan Dye for a wide-ranging discussion about how they built what is perhaps the most eagerly-anticipated smartphone since Apple’s founder Steve Jobs unveiled the original iPhone more than a decade ago.
“It is one of those projects at Apple where you set up to do something that, at outset, you think, there’s no way we’re going to pull this off.”
Like virtually all other Apple products, the iPhone X was born out of a collaborative, cross-departmental process. It relied on teams and disciplines the company has been testing for years. Some, like 3D-depth mapping and OLED technology have never or rarely been used in an Apple product before. The Apple executives also revealed for the first time just how difficult it was for them to remove the home button, and why they don’t think the notch where the iPhone X’s TrueDepth imaging module resides, is that big of a deal.
“It is one of those projects at Apple where you set up to do something that, at outset, you think, there’s no way we’re going to pull this off,” said Federighi who was recovering from the flu and joked that he had “iPhone X fever.”
“We all knew where we were going,” he said, “but there were a dozen things we knew we had to solve, and any one of them could have failed to come together.”
Many will say the IphoneX was a bomb and that it had failed in the consumers pocketbook. The price was far too much for many to grasp. Perhaps the next line of phones will be better priced.