One of my favorite cheeseburgers of all time does not come from McDonald’s. It doesn’t come from speciality burger joints, either. It’s the Ultimate Cheeseburger from Jack in the Box. Cheeseburgers are for carnivores.
Instead of pussyfooting around with healthy salads, fewer carbs, and low fat beef, Jack in the Box decided to own its burgers. Ditto for Apple and the Notch. If ever there was an Apple feature that critics love to hate about a new iPhone, it’s the Notch. Apple owns it.
Apple’s own VP of product marketing says we should stop worrying about how the Notch looks but embrace the technology packed inside. Greg Joswiak:
With all of those components, this is one of the most densely packed technology areas I think we’ve ever done. It’s one of the most sophisticated pieces of technology we’ve ever done in such an incredibly small space.
Fair enough. Apple probably bumped up against the laws of physics when putting all those Face ID pieces together. Notice that every other micro-bezel smartphone on the market still has a slender forehead or chin to hold the camera and other sensors, so kudos to Apple for keeping the Notch space small, and adding functionality to the ears.
Nobody complains about the Notch after using Face ID a few times, and who cares if facial recognition or fingerprint scanners existed before Face ID or Touch ID? Apple made it work the way we all know it should.
It doesn’t matter if you’re first to a general idea, it’s about being first to making it fantastic, and that’s what we try to do.
OK, got it. Apple. Loves. Notch. There’s nothing wrong with owning it. If Jack in the Box can own fast food for carnivores, Apple can own an unsightly but mostly forgettable bundle of technology in the Notch.
Now, take a look at those rounded corners on iPhone X and compare them with other smartphones with thin bezels. What’s wrong? Can you see it?
What’s different between the three smartphones above (iPhone 8, iPhone X, something by Samsung)?
Apple’s iPhone X’s display is form over function. That gorgeous OLED display that is so perfect has four flaws. The rounded corners. That’s form over function. Rounded corners are not as pixel efficient as traditional 90-degree right angle corners. There are wasted pixels in each corner.
Here’s how Apple expects app developers to use the iPhone X’s display area.
See? Lots of wasted space all over the place.
Does it matter? Of course not. iPhone X’s display is beautiful and the rounded corners– even with the ears or horns to the side of the Notch– are easy on the eyes. Yes, it’s an example of form over function, but it’s time to move along; nothing to see here. Apple owns the Notch and the rounded display corners.