iPhone X – Apple’s Hack into the Future
By Arijit Banerjee
It’s amazing how Apple builds an excitement and a carnival kind of feeling each time they are about to launch a new phone! A great product manager and a marketer once told me that “product marketing should always be better than the product” and each time Apple launches a new device, I get amazed at the subtlety with which they follow this principle. Well, that’s what makes them Apple! I’ve never seen any other brand garnering that sort of a mind space or interest among the masses.
Featuring the Features
Here’s a quick look at the key features.
“iPhone® X, is the future of smartphones and it comes with a gorgeous all-glass design with a beautiful 5.8-inch Super Retina™ display, A11 Bionic chip, wireless charging and an improved rear camera with dual optical image stabilisation. iPhone X delivers an innovative and secure new way for customers to unlock, authenticate and pay using Face ID®, enabled by the new TrueDepth camera. iPhone X will be available for pre-order beginning Friday, October 27 in more than 55 countries and territories, and in stores beginning Friday, November 3.”
Why Apple is Much More than Just a Great Product Manufacturer?
A lot of us who often think that Apple succeeds because they create great products can never be more naïve in our thoughts. Great end products make only the surface of what we call success. The real thing is found deep beneath. It’s all about a vision and the approach with which you relay that vision forward and build products aligned to that belief. For apple, this was the base of their foundation and here’s a peek into what the great visionary, Steve Jobs; once said about creating products that "Focus on creating a universe of sensations, experiences, and values that the person gets when they buy your product. Analyze how it feels to use and buy your products, and think about what you need to improve, and what you need to focus on."
"Focus on creating a universe of sensations, experiences, and values that the person gets when they buy your product. Analyze how it feels to use and buy your products, and think about what you need to improve, and what you need to focus on."
-Steve Jobs, Apple Founder
What amazes me the most about Apple is that these guys think almost a decade ahead! Sounds unreal? Well, they really do! In the press release published by Apple, post the launch of iPhone X, Apple’s Chief Design Officer, Jony Ive, said – “For more than a decade, our intention has been to create an iPhone that is all display. The iPhone X is the realisation of that vision,”
The company has always thought on the lines of evolving consumer behaviour and aligned their products along those lines. They have always resorted to creating great user experience. A great product automatically followed! Speaking on Apple’s journey and the new smartphone, Jony said, “With the introduction of iPhone ten years ago, we revolutionised the mobile phone with Multi-Touch. iPhone X marks a new era for iPhone — one in which the device disappears into the experience.”
It is due to the failure in creating an experience and innovating products that many brands had perished. Nokia still remains one of the classic examples of a failure. Nokia’s story is a great lesson for all product managers, which denotes that you might fail even if you are not doing anything wrong. The only way to soar higher is to have a futuristic and innovative vision. Something that Apple is a master at!
Highlights of iPhone X
Apple’s Senior Vice president of worldwide Marketing, Philip Schiller said, - “iPhone X is the future of the smartphone. It is packed with incredible new technologies, like the innovative TrueDepth camera system, beautiful Super Retina display and super fast A11 Bionic chip with neural engine,”
He further added - “iPhone X enables fluid new user experiences — from unlocking your iPhone with Face ID, to playing immersive AR games, to sharing Animoji in Messages — it is the beginning of the next ten years for iPhone.”
A Product That Cuts Across all Barriers
The biggest challenge for a product management team when they are designing a product for a larger audience is to decide on which all features to include and the ones to exclude. This is where the mettle of Apple’s thinking cap stands apart. The feature packed iPhone X certainly stands apart from competition and delivers an experience to its customers.
The product is so well designed both aesthetically and functionally that it cuts through the barriers and appeals to a wider base of customers. The phone is an all display and has the best of aesthetics, a powerful A11 Bionic Chip (the most advanced in the market), the best security feature, awesome cameras with great image stabilisation, fun Animojis to make conversations all the more fun, Augmented Reality and the most potent smartphone glass cover on the front!
Apple gave a sneak peek of AirPower™, an Apple-designed wireless charging accessory coming in 2018, which offers a generous active charging area that will allow iPhone 8, iPhone 8 Plus or iPhone X customers to simultaneously charge up to three devices, including Apple Watch Series 3 and a new optional wireless charging case for AirPods®.
A litmus test for any product is its futuristic approach. A great product is built and delivered in the present but allows users to peek into the future and who knows this better than Apple? The iPhone X will be compatible with the Air Power mat (set to be launched in 2018) that will enable wireless charging.
The Apple Mantra for Product Owners, Managers and Marketers
Apple’s approach towards its products is far more experiential. The consideration for even the subtlest of details aesthetically and functionally takes them ahead of the rest. The inclusion of something like an ‘Animoji’ testifies that. The style of human communications is changing rapidly than we can even think of. It’s no news that visual communication is the new rage and the way forward. We all know that, right? But here’s a company that actually built its product around this concept. What’s more, Apple has used the iPhone X fever to steam excitement for its new wireless charging technology – the AirPower that will hit the market next year! Isn’t it a great example of masterclass product planning and development?
In case you still haven’t read about the complete features of the iPhone X, You can find it here.
Image and GIF courtesy - apple.com