“You had me at ‘longer battery life’”
So said Voxpro’s Head of US Sales, Philip McNamara, reacting to the launch of the Apple iPhone X in Cupertino, CA.
“I love smartphones, but I don’t love their batteries. Apple has made the inspired move to power the iPhone X with a more efficient A11 Bionic processor which, along with its own Graphics Processing Unit, will give it an additional two hours of battery life over the iPhone 7. I also like how the edge-to-edge display screen looks. This is an expensive phone (starting at $999) but a lot of people are going to want it.”
But they’ll have to be patient. With pre-orders for the iPhone X not starting until October 27th, and analysts foreseeing as few as 10,000 handsets being manufactured per day, it may be a while before people can get their hands on Apple’s latest device.
Founder of Soundwave (acquired by Spotify), Brendan O’Driscoll, is of the opinion that size matters.
“The larger screen size and new swipe interactions will be an initial headache for app developers to support but I’m looking forward to seeing how developers utilize the larger real estate to enhance user experiences over time.”
Those developers have an impressive 5.8-inch OLED screen to work with now. But this improvement was not without casualties as the home button has been consigned to the dustbin. Fans of button-pressing will now have to bite their lips and gesture wildly at their new phone in order to make anything happen.
And how about those animojis? Even Nostrodamus didn’t predict a time where humans would make poo emojis mimic their facial movements. Or monkey, robot, unicorn, dogs, pig and cat emojis for that matter. The iPhone X’s new Animoji feature allows users pick an emoji and speak into the phone while making facial gestures. This creates a message that is sent to an unsuspecting recipient who will watch in awe or horror as one of these creatures delivers a message in the voice and style of their friend.
The same facial recognition software that powers animojis is also central to the iPhone X’s security system. Users need merely glance at the screen to unlock the iPhone X. Conor Flynn of Information Security Assurance Services is impressed.
“Apple has once again done what Apple does best – it has taken technology, ideas and concepts that others have been first to market with and refined them to a degree that makes them look like an original Apple concept. We have had facial recognition for some time on Microsoft and Samsung devices, but not as well integrated or polished as the Apple Face ID solution.”
“Over the last years, Apple has put more and more human and financial resources into the security architecture and technology behind their hardware and services. If we look at the iPhone X, Face ID is using the secure enclave to store the mathematical result of the analysis of the face of the authenticated user.”
“The company is making much of the fact that the Face ID Bionic Engine and Neural Algorithms mean there is less than a one in a million chance of someone else unlocking your phone using Face ID compared to one in fifty thousand with Touch ID. Funny how that risk was never highlighted at the introduction of Touch ID.”
Flynn highlights another interesting use for Face ID.
“The integration of Face ID and Apple Pay is also a neat example of Apple extending new technology such as Face ID into their existing ecosystem to “lock in” the user base for the future.”
And Flynn says that the phone’s wireless charging feature is not just for convenience.
“Another side benefit of the wireless charging enhancements in iPhone X and the iPhone 8 models is that there is no longer the risk of users’ iPhone being compromised with MalWare introduced via the USB charging/data cable. This is a real risk in certain jurisdictions where targeting devices like these is popular.”
The last word on this goes to Voxpro co-founder Linda Kiely, who believes the iPhone X will be worth every cent.
“No, it’s not cheap. But like with so many of Apple’s products, every cent you spend you get back in quality and beauty. The spec of the screen and cameras is very high, and the security features are very innovative. It is this kind of innovation that has turned Apple into the premium brand it is today. Since the very first iPhone, the company has been creating products that we didn’t know we needed, but that we now can’t live without.”