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Jony Ive Says iPhone X Is Only ‘The Beginning’


When Apple launched the iPhone X, safe to say that the design of the phone is unlike anything Apple has ever done in the past. Not only did they cover the entire front of the phone with a display, they also got rid of the physical home button, a feature that has been present in every iPhone to date.

However it seems that the iPhone X only represents the beginning, or at least that’s according to Apple’s design head Jony Ive in a recent interview with Japanese fashion and design website Brutus Casa. “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.”

He adds, “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.” Ive had said in a previous interview that the iPhone X was in the works for the past five years, and now it has finally been realized.

It is unclear how much more radical the iPhone can get in terms of design and features, but like we said, it is unlike anything Apple has done in the past and it will be interesting to see how future iPhones are going to look like.