Apple's senior vice president of global marketing, Phil Schiller, has for some reason been staying out of the spotlight lately. This did not prevent him, however, from granting a long and interesting interview. T3, covering a range of subjects ranging from the origin of the iPhone X to the iMac Pro, through the iPads and their role in the future of personal computing.
Speaking of Ma's latest and most expensive smartphones, Schiller called his project "one of the boldest things" Apple has ever done, thinking about the whole origin of the device, when the different teams inside Cupertino began to propose. the features and characteristics of the iPhone X.
At that time, at first, it seemed almost impossible. Incidentally, not only. It seemed impossible. And being able to create what seemed impossible and make it possible is not only that, but also something we love to use simply a fantastic achievement.
The executive then commented on the learning curve that users have to face in order to start using the new device that brings, as is well known, a whole new interface paradigm due to the removal of Incio's button deftly.
One of the things I see with technology is often not the first attempt that tells you how to live with it, what it means to use that or how well you will adapt; It is the first time you have set that device as your own. when you really judge: what does it mean? Many people are comfortable with it (the iPhone X) in minutes 30 minutes, whatever. Not the kind of thing you have to wear for a week to get used to. () This, in my view, is always the sign of our most advanced and well thought out technology: it becomes incredibly fast intuitive and changes the way you think about all the other things you use.
On one of Apple's pivotal points as a technology company is the almost symbiotic relationship between its hardware and software Schiller stated:
One of the great things Tim did was recognize the power of collaborative work at Apple; He encourages us all to take advantage of this, not just to work together but to imagine things in our products that would not have been possible without such collaboration. () Products like AirPods or Apple Pencil wouldn't work if it weren't for the hardware and software teams. of chips and radio, all working together to make something happen. And I think the latest feature that results from this collaboration is Face ID. Other companies had a vision of “unlocking something with the user's face,” but none actually delivered such advanced, capable, ubiquitous and consumer-friendly technology as Face ID. And this is a direct result of this collaboration, as these teams work for years together on a simple and powerful idea with all this technology.
The interview then touches on a complex point: how does Schiller see the iPad Proin the sense of being the machine advertised by Apple as the "ps-PC" device? Is Ma's “professional” tablet a Mac replacement or just an add-on to it? The executive tried to dodge the answer:
We have honestly found that both, and it depends on the user. For some, the iPad Pro a replacement. As you throw away your computer people don't usually do that. But it becomes your primary computing device. What I hear most about it is people saying "I use my computer on my desk" or "I use my notebook on my desk, but when I travel, I only take my iPad Pro." () And there are other consumers who increase their experience with the computer. They use their computers a lot, but they also use the iPad for a task where it clearly does better. () And what we try to do is not to tell the consumer that either of these directions is right or wrong.
Schiller also talked a little about the iMac Pro, which is coming to stores tomorrow (and a real beast):
We asked our engineering teams, "Can you make an iMac Pro that is really designed for professionals?". really a different computer inside. And why now? Because we take a long time. It's a big project, very big, and that's how it is. They take time. () And like all our products, we have a lot of thoughts and feelings about it, but the truth is: what do consumers tell us? I can barely wait.
J about the delay of HomePod, the executive was categorical:
Really very simple. a whole new product. It takes a lot of engineering to make it the product we describe, and for it to be everything we expect it to be. And I'm proud to be a company that takes its time to do things the right way. Our goal is not to be the "more" but the "best", and we impose ourselves on the highest standards. We occasionally exceed them, but not always. And if we need to be honest with ourselves that something is not ready, we will keep working until it is.
The full interview, which is well worth reading, can be found here.