Remember that Samsung ad that made fun of the iPhone? You know the one where the smartphone is depicted to be at least one step behind the competition every single time?
Well, it seems like Apple is taking it to heart, saying that being first to an idea isn't what's important but being the first to make it "fantastic" is.
Fantastic Tech And Where To Find Them
The vice president of iOS, iPad, and iPhone product marketing of Apple Greg Joswiak had a little chat with Tom's Guide regarding the iPhone X, giving an insight into what the Cupertino brand is aiming for with its products.
"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," he said.
Now it isn't exactly directed at Samsung. Who knows, maybe he's even referring to other Android manufacturers, but the consensus is it's targeted at its South Korean rival.
Face ID And The iPhone X Notch
Giving an example of what this "fantastic" tech is, Joswiak brings up the notch on the iPhone X, where the TrueDepth Camera and sensor system are tucked away.
"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," he said.
The thing is, a lot of people think the iconic notch is far from being a sight for sore eyes. In a word, they think it's ugly. It even spawned an app that essentially makes it disappear. However, users did say it isn't as bad as some made it out to be when they got ahold of the iPhone X.
Incidentally, that makes the iPhone X even more at risk of damage and higher repair fees, even with AppleCare+. Considering that durability is one of the primary reasons it couldn't get a higher spot in Consumer Reports' recommended smartphones list, that's not a good sign.
Now Face ID has been pretty controversial. Some love it, while some prefer Apple's tried-and-tested Touch ID, which remains as a feature on the iPhone 8, thankfully.
Others have managed to fool the security measure, particularly siblings, 3D-printed masks, and other family members such as a 10-year-old kid. That's been explained, though, and it's generally chalked up to the iPhone X learning to adapt and unlock for those who entered the correct passcode.
The Samsung Ad
To cap things off, here's the ad that Samsung ran shortly after the iPhone X made rounds online.