Jony Ive: the iPhone X is function before form and will evolve to 'do things it can’t do now'

As is becoming customary after the unveiling of a major new Apple product, chief designer Jony Ive sat down for a low-key interview with a design-centric publication, revealing details about the thought process that went into making the iPhone X. The biggest part of the interview actually goes to Apple's new "space ship" headquarter, the Ring, but there Jony Ive goes about the philosophy of Apple as creators of physical objects: "As a design team, our goal has been to get design out of the way."
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47 Comments

1. redmd

Posts: 1943; Member since: Oct 26, 2011

Function before form: Prepare for a dual notch next year!

8. KeyserSoze

Posts: 387; Member since: Oct 06, 2014

Yep, this year the notch is up high. Next year they go low to match. In the real world away from the iCult, those notches would be called... you guessed it, A BEZEL!

11. worldpeace

Posts: 3135; Member since: Apr 15, 2016

They'll stack front sensors vertically next year, to match "traffic light" back camera

15. sgodsell

Posts: 7451; Member since: Mar 16, 2013

I think it has to do with Apple's embedded AI neural engine on board. That is suppose to operate at 600 gigaflops. Since they are not really doing much with that right now. Other than FaceID. So maybe Apple will update their SDK to allow it's developers the ability to use that embedded AI on board the A11 SoC? Because as it stands today iOS developers do not have access to use the AI on board the A11 SoC. The Pixel 2's have embedded AI as well. They have a separate chip with its own ddr4 ram, and it can operate at 3 teraflops. It uses 1/10th the power compared to the SD 835. I believe it is currently being used for the HDR+ on the camera, and for that music now feature, that works from the lock screen. With the release of 8.1, they are giving developers the ability to use it's machine learning and Image processing capabilities. This is why I think Apple is going to do the same here with their AI.

33. Xilam unregistered

Actually that’s what I call it - a bezel, just like the one on Samsung Galaxy, lg - except it also has extra screen space on both sides - not like on galaxy/lg. It also doesn’t have a thick chin like on galaxy and lg and essential. It also doesn’t have the damn curved edges, uhgg.

35. UglyFrank

Posts: 2194; Member since: Jan 23, 2014

And yet the Samsung's have more usable screen than the iPhone and no large chunks taken out of it. Tell me what use the horns have besides facilitating the impressive but unsightly camera set-up

38. Xilam unregistered

It’s a bigger phone!!!!https://i-cdn.phonearena.com/images/article/96669-image/Apple-iPhone-8-vs-Samsung-Galaxy-Note-8-vs-LG-V30-size-comparison.jpg I do not want a phone that big! Best size for me is the iPhone 5/5s/SE. you also gonna argue that it he half the usable space of Note8? Of course is going to have more screen space! AND... the beveled edges on the Note or any galaxy is hardly considrered “usable” - did you factor that into your “usable screen”?

43. tedkord

Posts: 17414; Member since: Jun 17, 2009

The differences are expressed in percentages, which makes the overall size difference meaningless.The edges are actually useable.

17. Phullofphil

Posts: 1822; Member since: Feb 10, 2009

So far everything on the coment section has been nothing but useless hate. Rambling barons. Unless you are all 14 year old kids you should be ashamed with yourselves. Bunch of trolls talking out the side of your necks. This guy you’re bashing is smarter than everybody that is commenting on this page. I get it you don’t like the notch and other things all around I absolutely like my iPhone 10. I have no problem with the gestures. (Even though other people are in charge of software not mr Ivey) as of right now I would never want to go back to old style of iPhone . Apple is the most wealthiest company in the world and they are one of the most innovative companies so far the century. But the funny thing is is all I hear is people complaining about Apple this Apple that and nobody has any better ideas . If you all don’t think that the phone companies are still copying what Apple does or what they’re going to do you are all out of touch. This phone is pretty slick and besides it being very fragile I love it. I wish Phonearena would clean up their comment section and not allow trolling on site. I have a lot more to say but I have to go to work so I will leave you with this article again. https://www.vanityfair.com/news/business/2014/06/apple-samsung-smartphone-patent-war

21. TheOracle1

Posts: 2340; Member since: May 04, 2015

I'm sure the people who designed the Ford Edsel and Pontiac Aztec were geniuses too but it didn't change the fact that they were fugly. Without that notch the X would be a nice looking phone. Sort of like Charlize Theron with a bunch of large warts and boils on her face wouldn't be so attractive.

23. sgodsell

Posts: 7451; Member since: Mar 16, 2013

Not all. If you read the article, and saw what I wrote, especially when they said it will evolve to 'do things it can’t do now'. Then I can easily see this A11 SoC doing more in the future, especially when iOS developers do not have any access to the on board AI or neural engine right now. That is what I wrote. So I could see Apple releasing an update to Xcode to allow it's developers the capabilities to do some AI or machine learning in the future. Because it would be pretty stupid to include AI on a chip, but not let its developers have access to it. That's not hate, that's just facts.

29. KeyserSoze

Posts: 387; Member since: Oct 06, 2014

@Phullofsht. "Apple is the most wealthiest company in the world and they are one of the most innovative companies so far the century." Hahahhaha! You through writting your love letter to Apple yet? Never before have I seen a grown man on all fours hungrily licking a sleazy corporation's azz so expertly like you're doing here. Be sure to wipe Apple's spicy brown goo off your nose when you're done you silly stooge!

39. notfair

Posts: 755; Member since: Jan 30, 2017

No he's not smarter than most of the people from the comment section, he just decides bad design stuff for other people and receives loads of money for basically nothing. There are better people out there that can replace him in a heart beat but apple is too blind to see it or they don't want to because he has become an icon to the company. "the most innovative companies so far the century" - what are you taking? seems fun, please share with us.

2. MaryPoopins

Posts: 324; Member since: Jan 15, 2015

Function before form? Adding extra steps to unlock.... Force user to learn new gestures.... No space to have notification icons at the top.... Makes you wonder if he's been speaking sh**e for so long he's started to believe it, or if he still knows he's spewing marketing b***ocks !! :D

40. steodoreben

Posts: 379; Member since: Sep 26, 2013

I agree. It's more like they prioritized form. The new UI and gestures just destroyed the overall UX. You'll need to unlock the device twice or 3 times e.g. wake up, FaceID/PIN and swipe up. The notch blocks the full screen photo and video. They removed the standard headphone jack and fingerprint scanner. He's just making an excuse to cover up his design flaw. BTW that shiny stainless steel frame and big protruding rear camera that is oriented vertically made the iPhone X an unfinished and/or cheap product at a cost of $1000 and more.

3. A_A_A

Posts: 225; Member since: Jan 23, 2017

"Jony Ive is now focused on products with less fixed functions"... So what is going to happen next? ))) They gonna remove screen as it has too fixed function and offer external one along with long dongle ( of course purchased separately)? But seriously, come on Apple. People are not idiots as you might thing. Leave augmented reality to yourself, but return everyday conveniences needed by everyone (3.5 mm jack and Touch ID).

4. RebelwithoutaClue unregistered

5. worldpeace

Posts: 3135; Member since: Apr 15, 2016

"Jony Ive doesn't look back" So no FPscanner ever again? great

6. TheOracle1

Posts: 2340; Member since: May 04, 2015

This guy is a legend in his own mind. He's truly convinced himself that the iPhone X design is fine. Unfortunately this sounds more like an excuse than anything else.

22. jeroome86

Posts: 2314; Member since: Apr 12, 2012

There is no one to dial him back either. Steve Jobs wouldn’t of sign off on that notch.

28. Back_from_beyond

Posts: 1438; Member since: Sep 04, 2015

That's exactly what he doing, justifying a design that is widely criticized. He's not the type of guy to admit he f*cked up, it's a very Apple mentality.

7. sun0066

Posts: 276; Member since: Feb 12, 2011

iPhone x does the same that every iPhone un the market just more difficult

9. KeyserSoze

Posts: 387; Member since: Oct 06, 2014

Jonny Jive's designs are a joke now. He's a has-been and no longer is a respectable designer. Just retire already!

13. iushnt

Posts: 3122; Member since: Feb 06, 2013

He is a world class designer. Your individual opinion might be different though.

16. KeyserSoze

Posts: 387; Member since: Oct 06, 2014

@iushnt. World class designers don't carve useless OLED "horns" into a bezel, relabel it as a "notch", and call it "function before form". Jonny Jive is too full of himself. That pretentious clown's interns need to slap him hard upside the head to snap him back to reality.

10. EC112987

Posts: 1216; Member since: Nov 10, 2014

iPhone SE for the win!!

14. libra89

Posts: 2297; Member since: Apr 15, 2016

True, but this comment has me concerned that there might not be a refresh...

32. EC112987

Posts: 1216; Member since: Nov 10, 2014

It’s an awesome little device. I use it mainly as a work phone and it’s very resourceful.

12. jeroome86

Posts: 2314; Member since: Apr 12, 2012

Fresh talent is required now.

34. Xilam unregistered

I agree
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