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.
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."As for the storage conundrum, Phil Schiller chimed in: "
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.