Apple's marketing chief explains why iPhones will stay thin, defends the 16 GB models

Apple's marketing chief explains why iPhones will stay thin, defends the 16 GB models
Apple's Phil Schiller, as the good marketing man he is, sat down with "The Talk Show" podcast, and dished out some hints on Apple's future direction with iPhones, design language, and the like.

First off, while iPhones might not get much thinner than what they already are, don't expect them to become slabs with large batteries that work for days on a charge, either: "If you want a product that's thicker with a bigger battery it's also heavier, more costly, takes longer to charge. We model every thickness, every size, every weight and try to figure out what the tradeoffs are. I think we've made great choices there," commented Mr Schiller.

On another question - why is Apple still fumbling around with 16 GB iPhones in the era of 4K videos and unbridled media consumption, Apple's marketing chief was again rather diplomatic, saying that offering a basic iPhone storage version leaves resources for improvements in other areas, such as the camera. While that might be a hint at the better shooter that is supposed to come in the next iPhone, it also raises some eyebrows, given Apple's nuclear $200 billion cash pile that can buy or invent almost any promising tech, and not feel a thing.

As for the storage conundrum, Phil Schiller chimed in: "The belief is more and more as we use iCloud services for documents and our photos and videos and music that perhaps the most price-conscious customers are able to live in an environment where they don't need gobs of local storage because these services are lightening the load."

Last but not least, on the sole USB Type-C port for both charging and data transfer on the new MacBook Air, the marketing guru acknowledged that was a risk on Apple's part in the name of design, then really resorted to marketing speak: "If all we do is an incremental, slight change, where's the excitement? We need to take risks. That's the Apple I want. I want an Apple that's bold and taking risks and being aggressive." There you have it.

source: TheVerge

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89 Comments

1. MajulahSingapura unregistered

Apple crazy thin device is as thin as their worsheeper's brain. talk about zombie-in-progress

11. neela_akaash

Posts: 1239; Member since: Aug 05, 2014

What an idiotic statement by Phil Schiller. IF YOU WANT A PRODUCT THAT'S THICKER WITH A BIGGER BATTERY IT'S ALSO HEAVIER, MORE COSTLY, TAKES LONGER TO CHARGE. Such a stupid guy. I have seen bigger battery phones with slimmer, lighter, with fast-charging tech at alot less price than an iPhone.

17. amasog

Posts: 552; Member since: Aug 22, 2013

so whats your problem? apple is apple. apple products are known to be expensive, its no secret! looks like your the one stupid eh! LOL!

34. neela_akaash

Posts: 1239; Member since: Aug 05, 2014

No i am a smart consumer, who compares a product before buying. I love to spend my hard earned money on a better product. I am a trend-setter not a trend-follower.

68. iosl0ver5eva

Posts: 119; Member since: Jan 16, 2015

Lol, trend setter? You fanboy live in you momma's basement starting wars on tech sites.

76. neela_akaash

Posts: 1239; Member since: Aug 05, 2014

As i said to all the idiots... i am not a fanboy nor a brand-loyal consumer. I admire only great, advanced and feature rich technology.

86. Virage

Posts: 88; Member since: May 25, 2015

Well said,Same here. Not loyal to any brand,but myself (and my money), the brand should be loyal to the consumer. Oh plis the reason why Apple and now many other brands are not offering sd card slot,n removable batteries (larger) is because they make more money,which apple has done from day. Plus I have a feeling the exec is eating cloud 9 soup, don't over value yourself in this industry, the BIGGER they are TJE HARDER the fall.

90. iushnt

Posts: 3086; Member since: Feb 06, 2013

By buying what is worthy of any brand is not being fanboy. By your name and behavior, it seems like you are fanboy because you are getting too defensive for Apple.

57. marorun

Posts: 5029; Member since: Mar 30, 2015

The point is thats you can get much better for less. You the stupid one for not understanding.

89. iushnt

Posts: 3086; Member since: Feb 06, 2013

How is he stupid? He has kept valid point. Seems like you are an Apple fan and an idiot for calling others idiot.

23. hound.master

Posts: 1044; Member since: Feb 27, 2015

Yeah Samsung note 4 got 3200mlahm battery still charges faster than the iPhone 6 Asus zenfone have a 3000 one still charges faster. Mobile phones below 6mm thick still got larger batteries and still charges faster so here's my answer to him: GO AND SUCK YOUR BOSS ASS AND THEN GO f**k YOURSELF CAUSE I KNOW THAT YOU'RE JUST A SUCKER.

62. mistereddie

Posts: 5; Member since: Mar 25, 2013

Apple is just trying to hide their flaws wiith barely any innovation.

88. ShaikhJGI

Posts: 359; Member since: Jan 10, 2014

If it costs Apple $50 more to put all those beefier features like bigger battery etc, it'll in return will cost you $150 to $200 more remind you. Bcoz of Apples sucking pricing strategy :(

20. amasog

Posts: 552; Member since: Aug 22, 2013

you mean just like apple hater like you?

25. AnTuTu

Posts: 1601; Member since: Oct 14, 2012

Apple is the most innovative company on the planet. It's amazing how fast their devices can be charged. Mind blown :p

36. shiftt

Posts: 333; Member since: May 03, 2015

Innovative?..... Lmao.

29. RajRicardo

Posts: 489; Member since: Feb 28, 2014

So this !diot is trying to say something like 64GB SD card is bigger in physical size than 32GB SD Card. LOL!

40. ph00ny

Posts: 2025; Member since: May 26, 2011

"If all we do is an incremental, slight change, where's the excitement? We need to take risks. That's the Apple I want. I want an Apple that's bold and taking risks and being aggressive." Hah isn't that all they've been doing with every release of iphone and ipad releases? Same goes for mbps too

46. waddup121 unregistered

shots fired!

82. engineer-1701d unregistered

ITS FUNNY HOW APPLE JUST GOT SUED BECAUSE OF THE 16GB IN THE IPHONE CAUSING PEOPLE TO HAVE TO TAKE THINGS OFF THE PHONE FOR AN UPDATE,http://www.huffingtonpost.com/2014/12/31/apple-lawsuit_n_6400970.html

2. Predator1701

Posts: 130; Member since: Oct 28, 2014

Ohh common! Nobody believes you Phill, stop distorting my reality.

12. walkman800

Posts: 113; Member since: Aug 26, 2014

my jimmies remain unrustled. An ultimate evidence that iPhone is for superficial idiots.

22. amasog

Posts: 552; Member since: Aug 22, 2013

iphones are for those who want iphones.. not for gullible fandroids... iphones are for its haters, to hate even more!! hahaha!

91. iushnt

Posts: 3086; Member since: Feb 06, 2013

Apple must be doing something wrong for collecting haters. I don't see hater for Lamborghini.

21. amasog

Posts: 552; Member since: Aug 22, 2013

what is common? LOL! ouch!! haha!

28. Ordinary

Posts: 2454; Member since: Apr 23, 2015

Butthurt again?

52. willard12 unregistered

I think "common" is a word for "come on" used specifically to reply to people who don't know the difference between "your" and "you're". 17.amasog - "looks like your the one stupid eh! LOL!"

3. wando77

Posts: 1168; Member since: Aug 23, 2012

Takes longer to charge? Pretty sure the galaxy s6 has a far larger battery than the iphone 6 yet takes FAR less time to charge.

4. hateftotti

Posts: 225; Member since: May 03, 2011

Apple's chiefs are really funny when it comes to jokes :))

55. Reluctant_Human

Posts: 913; Member since: Jun 28, 2012

It's still not as stupid as the 16gb argument. Essentially they're forcing everyone to $100 for 64 instead of offering a base of 32. So stupid.

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