Apple spent more than two years developing its upcoming iPhone X flagship, the company’s Chief Design Officer Jony Ive said in a brief interview with Japanese design magazine Casa Brutus published Tuesday.

First spotted by AppleInsider, the interview reveals that sophisticated features like Apple’s new depth-based facial recognition system dubbed Face ID and the TrueDepth camera have made iPhone X one of the most difficult projects the company has undertaken.

iPhone X represents a new chapter in the rich history of iPhone, Ive said. The debut of the OLED device on the tenth anniversary of iPhone was a “wonderful coincidence,” he added.

Ive went on to explain that Face ID is the culmination of years of work towards a user interface that doesn’t require physical interaction, saying the system enables a heightened user experience versus Touch ID.

The designer hinted they’re already working to perfect the iPhone X’s integrated chassis and display as this will obviously become Apple’s default handset design going forward.

  • nova12

    that last paragraph makes me lean toward waiting a year to upgrade.

    • nonchalont

      Right! The X with it’s new design is a semi-rushed product to have consumers beta test it. Of course everything will get better with time.

  • AwesomeSauce

    A $1,000 beta product, no thanks, I’ll wait for 2nd gen.

    • Blip dude


  • Ara Rezaee

    Jony Ive should retire, he’s been burned out for a few years and he can’t seem to get out of it.

    • Swipe

      Couldn’t agree more! The look of iOS has been sh!t ever since this d0uchebag took over. crApple needs to bring Scott Forstall back that way he can Make iOS Great Again! =p

  • Jay

    Explains why the only major design difference from the Plus is the vertical camera setup, not counting the removal of the home button..

    • ravinigga

      The vertical camera setup on x is maybe because the truedept setup took space in the phone?

      • Jay

        I doubt it those sensors are probably pretty thin and no thicker than the current cameras, I think they did it just so it could look more different from the others..

    • Stijn

      And the steel bands and the display, and the fact that it looks like no phone before it.

      • Jay

        Stainless steel isnt a design its a material(iPhone 4 and 4s, the design rounded sides with four antenna breaks has been done on the 6 and up to the 8 its just wider and taller. It looks just like the phone before it.

    • Siri Tim Cook Holness

      There’s more major difference than that from the + the bezel less display is the main difference

      • Jay

        Bezel less, I guess that black bezel around the display is invisible to you… even looking at photos it’s maybe only slightly thinner than the current bezel we have now on the left and right sides..

      • Siri Tim Cook Holness

        R u stupid? The top and bottom Bezels r massively reduced the side ones were never bad to start with the 8 and 8 plus look so ugly with huge chin and forehead

      • Jay

        I didn’t mention the top and bottom for a reason the bezel is the same thickness all the way around the screen. That means it has a bezel.. in no way shape or form is the phone bezel-less … you can’t even say its bezel-less because you mentioned the bezel, what a fail. The correct term would most likey be less bezel…

      • Siri Tim Cook Holness

        See above comment

      • Siri Tim Cook Holness

        Bezel less doesn’t mean no bezels it’s in the name bezel LESS

      • Jay

        That isn’t true, there is no true bezel-less phone yet.

      • Siri Tim Cook Holness

        It is true

  • The Zlatan

    …and this is what they came up with.

  • Swipe

    Two years and they still couldn’t figure out how to get TouchID working without a Home Button? Oh wait I forgot, they’re saving that for the iPhone XS. Gotta have something to hype the fanboys up about next year! =)