Jony Ive: The iPhone X marks "a new chapter" in design, but Apple has more big ideas in store

Even though it's yet to be released to the public, the iPhone X is already a fairly controversial device. Sure, it has an interesting new design, but many fans have expressed their concerns about the drawbacks associated with it. The two biggest culprits are, of course, the display notch (which may prove to be a distraction when using the phone in landscape mode) and the removal of TouchID (which some people find less obtrusive than using facial recognition).

But whether you like the new iPhone design, it's starting to become apparent that Apple will be sticking with it in the future. In a new interview with Japanese design magazine Casa Brutus, Apple's chief of design Jony Ive has shared some interesting tidbits about the design process behind the iPhone X.

First and foremost, he called the release of the device the beginning of "a new chapter" of design, with Apple currently working on "many more big ideas" for future iPhone iterations. And while he refused to elaborate further, he went on to share his views for the future of smartphones, which he believes involves a "non-contact" perception of a device, where its form doesn't have to be dictated by its function.

And judging by these words, it's easy to draw conclusions about what is next for the iPhone series — an evolution of the iPhone X design. Indeed, those following the rumor mill may have already heard that Apple is steering towards an entirely bezel-less lineup in 2018. But even if we disregard unsourced rumors like this, the smartphone market sure seems to be moving in that direction, so it only makes sense for Apple to do so as well.

Another curious note is that, according to Ive, Apple has been working on the iPhone X for more than two years. So its existence may well turn out to be the best explanation as to why the iPhone 7 and 8 series pretty much reused the design of the iPhone 6 — the company most probably dedicated its top talent to the futuristic X.

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 256GB
  • Battery 2716 mAh(21h 3G talk time)



1. worldpeace

Posts: 3135; Member since: Apr 15, 2016

"removal of TouchID (which some people find less obtrusive than using facial recognition)" not "some people" but "MOST people"

3. TheOracle1

Posts: 2340; Member since: May 04, 2015

Johnny Ive is an overrated twat. What great designs has he done that warrants this worship? The iPhone X is one of the poorest bezel-less designs on the market with that nonsensical notch that effectively makes it a 5.5 inch phone. The iPhone 6, 7 and 8 plus series is poorly designed with those ridiculous bezels (but the regular one is admittedly a nice looking phone). Whilst the older iPhone models were different they weren't any great breakthroughs apart from the introduction of glass backs. The HTC One M8 was (and still is) a far more elegant design. I understand design to be concept limited by engineering and there are countless designs in many fields that are stunning but are either too expensive or impractical to mass produce. Other phone brands have met that challenge in many ways but Johnny Ive and Apple have either rehashed an old design multiple times or spent two years on the design for the iPhone X that looks amateurish.

4. tedkord

Posts: 17511; Member since: Jun 17, 2009

The iPhone 4-5s were Ive designs, and they were beautiful. He has lost it since then, with really ugly designs.

15. fyah_king unregistered

Idk about beautoful when the bezels are as big as the screen

35. Podrick

Posts: 1285; Member since: Aug 19, 2015

He sucks without Steve Jobs.

8. Cat97

Posts: 2022; Member since: Mar 02, 2017

Actually, there is no other bezel-less design in the market right now, besides the iPhone X. The other ones have smaller bezels, but you can see from a mile that the top and bottom bezels are there and are still big. To call Pixel 2 XL "bezel-less" is just hilarious. The Essential phone tried something, but stopped before achiving greatness (it has the lower chin). And there is no phone with smaller bezels that is smaller than the iPhone X. Of course, you can reduce bezels but enlarge the screen such that the internal components still have ample room to fit (see the stupidly tall S8, S8+ and Note 8). That is cheating. A true innovation company would make a phone as small as, say, the Galaxy S7, but with no or very small bezels. That would be innovation.

9. TheOracle1

Posts: 2340; Member since: May 04, 2015

I don't think a truly bezel-less phone is practical to be honest. Xiaomi, who restarted the trend, took a step back with the Mix 2 because the Mix 1 had problems with inadvertent touches on the edges and poor screen protection from even the smallest drop. But the Mix 2 is still bezel-less albeit with the frame bordering the screen which takes care of the the two aforementioned problems. It remains to be seen how the iPhone X stands up to those two design issues in real life use.

10. ColinW

Posts: 413; Member since: Jun 04, 2014

The X has a border all around it and the notch. Samsung Note as an example has no bezels in the sides and minimal top and bottom.

11. Boast_Rider

Posts: 536; Member since: Sep 14, 2017

iPhone X has more side bezel, Samsung has more top and bottom bezel. Overall: iPhone X: 143.6x70.9 = 10181 mm^2 Galaxy S8: 148.9x68.1 = 10140 mm^2. So, the GS8 is actually smaller phone area-wise. Screen-size: S8(5.8", 18.5:9) = 8480 mm^2 iPhone X(5.8", 19.5:9) = 8440 mm^2. S8 has bigger screen too due to wider ratio and same diagonal. And that's without considering the notch of the iPhone X, which makes the usable screen area even smaller. TL;DR: S8 has bigger screen area in smaller body even without considering the notch of iPhone. If you consider the notch, nearly every bezel-less phone will practically humiliate the X. Still consider iPhone X innovative and S8 series as cheating?

17. Cat97

Posts: 2022; Member since: Mar 02, 2017

The iPhone X is 5mm shorter than the S8. Game over.

22. Boast_Rider

Posts: 536; Member since: Sep 14, 2017

Yeah, but it uses a notch to achieve that. Not to mention that it has a smaller screen even without the notch taking up space. And it's wider than the S8 too, which is a more important metric than the height, since your hands wrap around the width, not the height. Height is only an issue if you are a teenage girl wearing denim with fake pockets, but even then they have a handbag.

28. PhoneInQuestion

Posts: 496; Member since: Aug 20, 2017

At least other trim-bezel phones have a fingerprint scanner. Game over, shill.

37. cmdacos

Posts: 4386; Member since: Nov 01, 2016

Still has a smaller screen to body ratio

46. uncle_gadget

Posts: 1050; Member since: Sep 20, 2017

Game over for Apple and that hideous design.

51. Chidoro

Posts: 168; Member since: Sep 20, 2016

Yeah, keep thinking that, it's adorable

14. AxelFoley unregistered

The iphone X has a lower screen to body ratio on a18.5 to 9 aspect ratio. WTF are you even remotely trying to talk about? More of the usual from idiots, all BS, no actual facts.

25. sissy246

Posts: 7129; Member since: Mar 04, 2015

The iPhone 10 is not bezel-less. There are bezels and the top notch is a bezel, it just doesn't go all the way across.

44. uncle_gadget

Posts: 1050; Member since: Sep 20, 2017

Bezel-less means to have less bezel, not without bezels. Please look up the word "less".

26. Macready

Posts: 1830; Member since: Dec 08, 2014

There's nothing bezel-less about he X. Don't be fooled by renders such as the one accompanying this article, because in reality the bezels (especially on the side) are 3 times as thick.

27. Macready

Posts: 1830; Member since: Dec 08, 2014

Compare to the image of the article and fake renders from Apple:

34. darkkjedii

Posts: 31763; Member since: Feb 05, 2011

The iPhone X has a bezel around the entire screen, Apple just calls it a border and the flock falls for it. All the black area between frame and screen, is bezel.

38. cmdacos

Posts: 4386; Member since: Nov 01, 2016

Plus add in the virtual bezels required for media due to the unibrow

45. darkkjedii

Posts: 31763; Member since: Feb 05, 2011

He sees it, but won't admit it. Also it's bezel(less), not bezel(free).

42. uncle_gadget

Posts: 1050; Member since: Sep 20, 2017

Bezel-less means with less bezel, doesn't mean with no bezel. So you're wrong. Having less of something, doens't mean to be without. It means to have less. Look up the word less Less is defined as: -less Use less in a sentence adjective The definition of less is not as much. An example of less used as an adjective is in the sentence, "She has less money than he does," which means that she does not have as much money as he does. adverb Less is defined as to a smaller degree or amount. An example of less used as an adverb is in the sentence, "The shrimp is less tasty than the crab," which means that the crab tastes better. noun Less means a smaller amount or something not as important. An example of less used as a noun is in the sentence, "She used less than he did," which means she used a smaller amount that he did. preposition Less is defined as minus. An example of less used as a preposition is in the sentence, "Ten less seven is three," which means ten minus seven is three. Read more at Not that I educated you and given you the meaning, lets see if you continue to repeat it. Look at the first definition?! In a sentence. Her phone has "less" bezel than his phone does. Thus she has a "bezel-less" phone. As in the 2 compared one has less bezel vs the other. Less doesn't mean without. Please go back to school as soon as possible.

20. someguy226

Posts: 9; Member since: Mar 28, 2015

I seconed that Johnny Ive is an overrated twat. And Tim Cook is gay. And definitely come through in their designs. Every since Steve Jobs these two Homersexuals been gay things up. Pink background , neon color , anti men political stances, next up is going to be a rainbow color IPhone.

23. techbuttcheex

Posts: 205; Member since: Jul 25, 2015

The notch is there to keep the size of the phone small, which is the point of bezel free design. With the notch Apple can replace the bezels with less phone, instead of more screen. It's a genius design, and the tech in the front facing cameras is incredible.

29. Macready

Posts: 1830; Member since: Dec 08, 2014

The notch makes the entire extra screen space wasted in landscape mode. In fact, it just makes the symmetry awkward or leaves you with botched up images that look like an army if Pacmans just had a dinner party and left you with the leftovers.

43. TheOracle1

Posts: 2340; Member since: May 04, 2015

I really hope you're being sarcastic because your logic is completely convoluted and disproved by other full screen designs that are compact and much more pleasing to the eye.

40. Back_from_beyond

Posts: 1485; Member since: Sep 04, 2015

He's obviously not gonna bash his own designs, but odds are he had to compromise a lot to make it work. Rumors of an iPhone X had started right after the release of the iPhone 7 models and the pressure was on to deliver. A large embedded FPS wasn't an option, so an alternative had to be found. Odds are he had to design around it which led to the horrible notch, which completely destroys what could've been a solid design. This was the year for Apple to make a mark again and it failed. A terrible notch in what was supposed to be a bezelless design ruins it, sacrificing Touch ID for 3D facial recognition with more drawbacks than Touch ID, introduction of very gimmicky features that only appeal to the self-obsessed or easily amused teens, no meaningful improvement of it's OS and AI assistant. It's just not a very well thought out idea and while it's getting old to say it, Jobs would've fired Ive for daring to make the design as it is. It's impractical, it's ugly and it doesn't just work. It's a big f*ck you to usability, to beauty, to practicality. What should've made the iPhone exciting again, just made it an abomination. They would've been better off waiting a year and perfecting it. Samsung meanwhile seems to be close to having the issues with embedded FPS solved, question is how eager will they be to share it.

49. TheOracle1

Posts: 2340; Member since: May 04, 2015

Why couldn't they just put a thin top bezel in? In fact they could have put in thin top and bottom bezels and still had a nice looking phone with an excellent screen to body ratio. It would have been cool to have the fingerprint scanner in the back which incorporated the Apple logo. PA would have had an office circle jerk and Kiko and Leo would have been having multiple orgasms.

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