2017 happens to be the 10th anniversary of
the iPhone in existence. The rumour mill started churning out new theories and
possibilities about a special edition iPhone since late 2016. It went on until
the last minute of the Apple’s keynote address on September 12 when the
Cupertino giant unveiled the iPhone X. It was a big deal because here was Apple
who stepped forward into the next evolution of what would define them as a
technology company.
What I think is remarkable about the
iPhone X is that its functionality is so determined by software. And because of
the fluid nature of software, this product is going to change and evolve. In 12
months’ time, this object will be able to do things that it can’t now. I think
that is extraordinary. I think we will look back on it and see it as a very
significant point in terms of the products we have been developing.
Talking about evolution, back in 2009,
when Steve Jobs announced the first iPhone, it was a transition from phones
with buttons to a display backed by multi-touch input, just like the iPhone X
has ventured into the world letting go of Touch ID and bezels.
If you think of what multi-touch
afforded, on the one hand, it was so powerfully intuitive because you could
directly manipulate content. But because it wasn’t affected by physical
buttons, you could create an interface that was very specific to an
application. That’s why the App Store could be and you could have such an
extraordinary range of applications and user interfaces.
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