During a brief interview after the unveiling of the iPhone X in September, Apple’s Chief Design Officer, Jony Ive has shared that the iPhone X is the “beginning of a new chapter in iPhone development”, reiterating how big of a change the device is to the company’s smartphone line.
Speaking to Japanese fashion and design site Brutus Casa, the executive shared how Apple has been trying for many years to design what he has in the past described as ‘a single slab of glass.’
Before this, there was a feeling that individual components called enclosure (housing) and display existed. What we always wanted to do is tackle the essence of integrating what we considered different parts. Looking at the iPhone X from that perspective, I think that it took many years and finally we were able to achieve it.
According to Ive, the iPhone X represents the end-point of a long-term goal within Apple, however, it is also the beginning of a new phase of development, specifically for the iPhone.
We have a lot more big ideas and we are already working on them […] Rather than one ending of the iPhone, it is rather a new chapter and the beginning of its development.
Asked whether there was pressure to realize the new design by the 10th anniversary of the iPhone, he agreed that there was, but claimed that ultimately it was a ‘wonderful coincidence.’
Well (laugh) just for the design team and engineer team! If you try to do a good job, there is always pressure. I understand that what is expected is a change, but what we are trying to keep in mind is always to do the best job, as much as possible.
[Given the years taken to develop the iPhone X] it was a truly wonderful coincidence.