Apple's marketing VP dubs the iPhone X notch 'one of the most sophisticated pieces of technology'


There's little doubt that the iPhone X is Apple's most controversial phone in recent memory, mainly on account of the "notch and horns" approach to achieving its touted "all-screen" design. For some, the notch is an eyesore and app developers' nightmare, others say they've gotten used to it, and even like the distinct look it gives to their expensive iPhone.

To no surprise, Apple's VP of iPod, iPhone, and iOS product marketing Greg Joswiak seems to be of the second type. Recently, he sat down for an interview, and here's what was revealed about the notch-y decision:


Obviously, Apple lends more focus on the future potential and the differentiating factor of the Face ID biometry, rather than temporary design conveniences. So much so, that Apple's VP reconfirmed they haven't even thought about integrating a finger scanner in the iPhone X. "Forget all those stories you heard about us trying to map fingerprints into the back. We had a line of sight on how to do real facial recognition, in a way never done before. It would be really hard to do, but we just didn't want to do it the way others had, which could literally be spoofed with a picture." 

So, there you have it, the notch is seemingly here to stay, and famed analyst Ming-Chi Kuo has already quipped that all 2018 iPhone models would sport it, and perhaps even future iPads. "It doesn't matter if you're first to a general idea, it's about being first to making it fantastic, and that's what we try to do. Whether it's the chip team working with our hardware team, or our software team with our human interface team - it is one team here. No one else can match that," ended Apple's Greg Joswiak.

source: Tom's Guide

Related phones

iPhone X
  • Display 5.8" 1125 x 2436 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A11 Bionic, Hexa-core, 2390 MHz
  • Storage 256 GB
  • Battery 2716 mAh(21h 3G talk time)

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36 Comments

1. TerryD

Posts: 544; Member since: May 09, 2017

Yeah, cuz marketing know all about technical stuff so we should believe them

11. Arch_Fiend

Posts: 3951; Member since: Oct 03, 2015

Sophisticated yes but the notch also = HORRENDOUS and even more horrifying is the fact that all 2018 models are rumored to come branded with the mark of disgust that is the iPhone notch!

15. yann

Posts: 613; Member since: Jul 15, 2010

"It’s one of the most sophisticated pieces of technology we’ve ever done..." And what they do? Wireless charging, AMOLED screen, less bezels... Something new? Only 4K 60FPS is great proof of Apple CPU domination. Nothing else.

20. JC557

Posts: 1918; Member since: Dec 07, 2011

Well to be fair the Essential Phone was the first to exhibit such an odd looking feature.

17. Phullofphil

Posts: 1762; Member since: Feb 10, 2009

Yeah they kind of have to know a lot. Even so they know more about the technology then we do. I am still confused about why people care about the notch. Those camera sensors are top notch(I wanna punch myself for using that) to get all that tech into a phone is amazing. Weather you like it or not it is truly awesome. Yeah it’s not me tech but to get it to be so small I think it was a chalange. Then we’re to put it. If you want all those sensors I think you had to have the knotch. I don’t think it was a design but a compromise. To me I would rather have that than nothing there at all. It puts useless info there. Eventually they will get rid of it or use the space wiser. All these sensors will get smaller and or be able to be put behind the screen someday. That or another technology presents itself. But looking at it with a positive optimism I think that it is a way to put screen anywhere they could. To me that is a step in the right direction. None of these phones are bezeless and it’s going to be hard to get there with certain sensors that are needed to go up front to get things done. Nowadays the selfie cam is one of those items. So until it gets behind the screen we ain’t going to see anything truly without a bezel. I really enjoy my iPhone X. I do t even notice the bezel.

24. cmdacos

Posts: 4105; Member since: Nov 01, 2016

You don't need a both. You can have thin top and bottom bezels (or just top of symmetry isn't important) and you will get a better screen to body ratio than the iPhone eks does now.

2. dubaiboy78

Posts: 442; Member since: Sep 19, 2014

Verrrrry true! - iphonearena

4. Back_from_beyond

Posts: 1377; Member since: Sep 04, 2015

Still making excuses for what's essentially just a very poor design choice.

6. Nopers unregistered

It's either that or thicc bezels on the top and bottom like the S8 has. IMO I'd rather have the same bezel all around the display even if the screen to body ratio is slightly lower on the iPhone. Unless you know how to put all the sensors below the screen..... do you know how to do that?

8. Back_from_beyond

Posts: 1377; Member since: Sep 04, 2015

I'd prefer a top and bottom bezel any day of the week over a horrible notch. Technology simply isn't far enough to embed those sensors under a screen at the moment. Apple chose the notch and then made it developers problem to work around it.

18. Phullofphil

Posts: 1762; Member since: Feb 10, 2009

True but glad there is choices. Even if you just want apple without a not get an iPhone 8. The x is not for everybody.

34. tedkord

Posts: 17311; Member since: Jun 17, 2009

You're not getting the same size bezel all around the screen. You're getting it on the sides, access a huge one on top. Personally, I prefer my 5.8 inch display to have the full 5.8 inches, but more like 5.2.

5. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

Ha ha ha. Statement of the year.....

7. Darckent

Posts: 89; Member since: Sep 17, 2016

Worst design of any phone in recent memory The notch is disgusting, try watching a movie it's distracting as hell The camera bump, funny how iPhonearena said nothing about how much it protrudes..try typing on it on a table it's as rocky as the Titanic hitting a iceberg But of course iPhonearena gives it a pass while in the past this site has criticized other phones for camera humps

23. Phullofphil

Posts: 1762; Member since: Feb 10, 2009

I watch movies online all the time and I don’t even notice it and as a matter of fact that’s where is it up to where it’s dark and you can’t even see it. On my phone it looks just like hey basil on top when I’m watching a movie. iPhone arena got to be one of the pointless argument I’ve heard so far. Worse than sheep. If you have to throw names out there to be a little something for a person just because they think differently than you is very childish. I totally understand that you do not like that iPhone X but that’s just your opinion. Most people think that the iPhone X is a great phone. From the pool I’ve read the majority of the people that comment on phone arena are people that enjoy android better. There is also an alarming amount of android fan that go to all these articles to say negative stuff in the comment section. I am at work while I am writing this so I don’t know if I’m getting across but why does this site is biased towards Apple or not is irrelevant. I don’t think they are I think they just think that Apple is a great product and I believe that they are correct as well. It’s almost impossible to be a completely neutral site. You can’t please everybody and it’s pointless to even try. There is another full-size out there that are a little more leaning towards android and I think you might enjoy those instead of getting frustrated being on phone arena. The problem I see with the knot is that it’s here to stay whether you like it or not . Way too many people are buying this phone for it not to be completely successful . So I think if you’re still interested in getting Apple products but don’t want the notch you are running out of time because the iPhone 8 probably was the last one and or maybe the iPhone SE.

35. tedkord

Posts: 17311; Member since: Jun 17, 2009

Citation for most people, please.

26. cmdacos

Posts: 4105; Member since: Nov 01, 2016

Dat camera bump is disgustingly huge though... Lol But yes, the unibrow will never be unseen by me and I don't want thick virtual bezels as we continue down a road of more and more 18:9 media content.

10. Arch_Fiend

Posts: 3951; Member since: Oct 03, 2015

SMH!!!!

12. RebelwithoutaClue unregistered

You can't say anything bad about Apple's marketing, it's top notch

13. TerryD

Posts: 544; Member since: May 09, 2017

Apple marketing is pretty much a Jedi mind trick. 'The notch is a design choice. The notch is beautiful. You will not see the notch. The notch is an engineering marvel'

16. RebelwithoutaClue unregistered

These are not the anDroids you are looking for

28. RoryBreaker

Posts: 207; Member since: Oct 11, 2015

Well Played!!!

19. jove39

Posts: 2145; Member since: Oct 18, 2011

“With all of those components, this is one of the most densely packed technology areas I think we’ve ever done. It’s one of the most sophisticated pieces of technology we’ve ever done in such an incredibly small space.” You piece of technology “notch” is something I don’t want in my next iPhone.

21. Sammy_DEVIL737

Posts: 1529; Member since: Nov 28, 2016

With all of those components, this is one of the most densely packed technology areas I think we’ve ever done. It’s one of the most sophisticated pieces of technology we’ve ever done in such an incredibly small space. Ya, we all know you almost took 5 years just for making that "Notch".

25. cnour

Posts: 2305; Member since: Sep 11, 2014

A lot of dogs are barking on each iPhone X news but the convoy is always going and very fast haters....

27. NarutoKage14

Posts: 1318; Member since: Aug 31, 2016

Typical Apple calling a mistake the best thing ever in the history of things. I can only imagine what they would say if the notch was on a Galaxy or a Pixel and not on an iPhone.

29. path45th

Posts: 402; Member since: Sep 11, 2016

The iPhone X is several years ahead of the competition. Compare what Apple has on offer with trimmed bezels (predictable, me too, boring), Touch ID on the back of a phone ( inconvenient, compromise) and a CPU half as powerful (no future proof, as laggy as a 400 dollar midrange phone within a year). It’s funny that people pay almost as much as the iPhone X to get backward tech.

30. RAV4CAD

Posts: 96; Member since: May 03, 2016

I like the iPhone Notch. Something that can be identified with the iPhone.

31. sissy246

Posts: 7070; Member since: Mar 04, 2015

LMAO.. It the ugliest phone out.

32. gamehead unregistered

I need whatever he's smoking because that's some quality sh!te

* Some comments have been hidden, because they don't meet the discussions rules.

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