Phil Schiller is always a prominent figure anytime Apple gets on stage to reveal a brand new product to the world. It's probably part of his job description as Apple's senior vice president of worldwide marketing. Our good friends over at T3.com had the chance to sit down and talk to him, which you can read in full here.
They talked about all sorts of things, including iMacs, AirPods, FaceID, and of course the iPhone X. You should read it all because it's hella interesting, and here are some snippets to entice you.
On the iPhone X:
“It’s probably the boldest of the things we’ve done – thinking back to the start when the teams started working on [the device] and made proposals of some of the things we would ultimately do with the technology.
“At the time, at the beginning, it seemed almost impossible. Not just almost. It seemed impossible. And to pull off what feels impossible and make it possible – and not only that, but just something we love using – is just a great achievement.
On launching FaceID:
Schiller says that Apple “knew what we had” with Touch ID and that it knew what it had created with the home button through the years. “We knew it was no small thing to decide to replace that. He adds that Apple believed it could make something that people would love and would have bigger potential over time.”
“At the surface level, it’s an incredibly simple product. But the reality is it’s actually an incredibly complex product to make. Each AirPod really its own computer, running software and hardware. And those two computers need to deliver this very clearly experience that you want, and they have to work together, because we’re very attuned to synchronisation in audio as a species. And so it has to work the way you want.
On the iPad Pro replacing computers:
“What we’ve learned, truthfully, is that it’s both, and that depends on the user,” says Schiller For some people, iPad Pro is a replacement for their computer. Not that you throw away your computer. People don’t often do that. But that it becomes your primary computing device. The way you mostly hear about this is you people say, “I use a computer at my desk or I use a Notebook at my desk, but when I travel, I travel just with my iPad Pro. It is so great in that situation.
“To do the technology to enable a smartphone to happen correctly, takes time,” muses Schiller. It’s inevitable that we will walk into our homes and say something and the lights come on without having to search around for a light switch or ask for the heat to be turned down when it gets too hot or turn on your TV and watch a show. This isn’t in question. I think everyone accepts we’re on a path here together as a world to get there.
But that's only scratching the surface, so make sure you go and read the whole thing when you have time.