How Apple built the iPhone X

Mashable recently sat down with [Apple SVP Phil] Schiller and other senior members of Apple’s executive team including SVP of software engineering Craig Federighi, SVP hardware engineering Dan Riccio, and VP of user interface design Alan Dye for a wide-ranging discussion about how they built what is perhaps the most eagerly-anticipated smartphone since Apple’s founder Steve Jobs unveiled the original iPhone more than a decade ago,” Lance Ulanoff writes for Mashable.

“Apple contends that Face ID, their new biometric security, is a better, more natural authentication strategy. No one, Riccio reminded us, examines someone’s fingerprint when they’re trying to identify them on the street,” Ulanoff writes. “Fortunately for Apple, it already had the core technology in house, even if it never envisioned using it for this purpose. In 2013, Apple acquired PrimeSense, the company best-known for building the first 3D motion-tracking technology in the original Microsoft Kinect. ‘We didn’t know what home it would have,’ said Riccio. But Apple chose to invest and develop it anyway, figuring, ‘we might have a home for it someday,’ recalled Riccio.”

Apple's iPhone X. Say hello to the future.
Apple’s iPhone X. Say hello to the future.

“Apple confirmed that the iPhone X does use a Samsung OLED display, but it’s not an off-the-shelf component. They worked with Samsung to create bespoke technology and then, Federighi told us, did a lot of low-level software work to overcome OLED’s inherent drawbacks,” Ulanoff writes. “Even perfect OLED technology will handle color representation differently than LCD. ‘Making sure the colors were consistent to our expectations was a bit of a challenge,’ said Dye whose team spent time tuning the displays and working on how the OLED would display system colors. ‘We’re very particular about system-wide colors.'”

“Apple’s solution for a button-free home screen, though, had a major consequence. The TrueDepth module resides on the front of the iPhone X, digging a nearly quarter-inch-deep notch into Apple’s perfect OLED screen,” Ulanoff writes. “‘To me, it’s something that, as you use it, you quickly grow comfortable with. You look at it as just the way the screen is. You don’t see at it as anything unusual or different, anymore than the bite of the Apple [logo] looks wrong to be bitten out of the apple. It’s a bite out of the apple and that’s just the way it is. It’s just the way the screen is,’ said Schiller.”

Read more in the full article here.

MacDailyNews Take: Unapologetically notched.

There’s a reason why Schiller is the marketing chief at the world’s most valuable company. He could sell shit to a sewage plant.

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Apple’s A11 Bionic obliterates top chips from Qualcomm, Samsung and Huawei – September 18, 2017
U.S. judge rules Apple lawsuits against Qualcomm can proceed – September 8, 2017
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Apple uses Supreme Court decision to escalate war against Qualcomm – June 20, 2017
Apple’s amended San Diego complaint against Qualcomm leaves no doubt: many billions at stake – June 20, 2017
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  1. The reason for the notch is so bleedin’ obvious nobody sees it: It is meant for the Chinese market where showing of with the latest and greatest is even more important than in other parts of the world. But the most prominent part of a phone is the slab of glass on the front that looks the same on all phones, so no showing off there. Now, finally there is way to distinguish between those slabs of glass by looking for “the Notch”… So in a few weeks some Chinese company will be selling “notch” stickers so all owners of inferior phones can show off like they have an iPhone X…

  2. “Don’t Judge, because ‘I’ am the great i am! DAmmit! Shiller could sell shit to a sewage plant.”, says the editor of MDN… ? really? Well, then… don’t eat green eggs and ham, i am.

    Individuality is what Apple is, oh unworthy one… “The round pegs in the Square holes… the ones who see things DIFFERENTLY… they’re not fond of rules… and they have NO respect for the status quo.”

    Hell, these dimwits that poke fun at the decisions Apple made on the new Lamborghini or Pagoni of Screens and therefore [by default] Forcing it [3D’ing it] to stick out among the crowd of knockoff wannabes galaxy wide, is really getting on my nerves. I can’t wait for mine to arrive, so I can honor what Apple has so painstakingly and against all potential criticism, as Steve would only have it, developed and brought to market “to push the human race forward…” so please, pardon me for “seeing genius”.

  3. Don’t call it “iPhone Ten.” Call it “iPhone X (for eXcellent). No matter what consumers are calling it, I’m sure Apple doesn’t care as long as consumers are buying them in quantity.

    I’m hoping Face ID puts the rest of the Android community in a quandary as I’m sure most of them had decided to go with an integrated display/touch sensor system. Now many manufacturers may have to start from scratch if Apple’s biometric 3D Face ID becomes a huge sales success. It’s funny because although a fingerprint touch sensor is still a very viable solution, they’ll be driven to switch tech just to be able to say they can easily hang with Apple’s iPhone. It’s really foolish and expensive to toss reliable tech away but no company wants to get left behind.

    I’m curious to see what the Galaxy S9 uses in terms of screen unlock. Will they also go to 3D facial recognition or stick with a rear fingerprint touch sensor. It’s going to be some amazing features race. I honestly can’t believe users of Galaxy S8 models will rush to buy a Galaxy S9 in less than a year.

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