Apple has finally entered the foldable smartphone market with its new iPhone Duo. Although this move comes nearly ten years after foldable devices first appeared, the tech giant has its reasons for waiting. According to Apple CEO John Ternus, the company does not rush to launch products based on market trends.
Strategic Timing for Product Launch
Ternus emphasized that Apple only releases products when the concept meets their high standards of quality, durability, and design. In an interview with Tom's Guide and TechRadar, he stated, "For us, the question is always when we feel we have a product idea that meets our standards." This careful consideration reflects Apple's commitment to delivering exceptional products.
Innovative Hardware and Software Integration
The iPhone Duo is an example of how Apple has developed both hardware and software in tandem to create a unique user experience. Senior Vice President of Worldwide Marketing, Greg Joswiak, acknowledged that the basic concept of a foldable phone is straightforward: users want a large screen that can fold and fit into their pockets. However, Apple felt that existing foldable implementations lacked inspiration.
"What we saw from others was not very inspiring. Our history shows we never rush into something with a half-baked product," Joswiak remarked. This philosophy has guided Apple's development of the iPhone Duo, ensuring that it stands out in a crowded market.
Maintaining Secrecy During Development
Apple went to great lengths to keep the development of the iPhone Duo under wraps. Joswiak revealed that while there were leaks about Apple's endeavors into foldable technology, the company implemented additional security measures to protect the project. "We had a really funny code name that has nothing to do with the product," he shared, highlighting their efforts to maintain secrecy.
Redefining the Foldable Experience
One of Apple's main goals was to address the challenges of the foldable form factor. Joswiak pointed out that previous devices often resulted in a screen that was nearly square and felt bulky. Apple aimed for a different aspect ratio for the iPhone Duo, ensuring that the large display aligns better with how users typically hold smartphones.
The software experience was also a crucial aspect of this approach. The iOS team worked to ensure that the transition from closed to open mode felt seamless. For example, interface controls were strategically placed so that they remain accessible regardless of the device's position.
Apple's design philosophy also involved creating a cohesive experience between the outer and inner displays of the iPhone Duo, allowing content to resize proportionately when the device is opened.
Advanced Display Technology and Features
Another significant challenge was the crease that often accompanies foldable screens. Ternus explained that Apple designed the iPhone Duo's display and hinge as an integrated system. The hinge features a complex structure aimed at maximizing the flatness of the screen. The company employed a unique layering of glass on both sides of the OLED panel to enhance durability and smoothness.
Additionally, Apple developed a new nanotexture technology for the interior display surface. This innovation aims to eliminate the cheap plastic feel associated with other foldable devices, providing a smoother and more durable experience.
As the iPhone Duo was conceptualized, Apple also drew from its experience with the iPad. Ternus noted that the device would support the Apple Pencil, allowing for a different set of use cases when the Duo is open. However, he emphasized that the Apple Pencil is not necessary for operating the device; it remains fully functional with touch alone.
Conclusion: A Thoughtful Approach to Innovation
The iPhone Duo's name reflects its dual nature, merging the familiar iPhone experience with the innovative capabilities of a larger screen. Joswiak stated, "It's like having two products in one." This approach underscores why Apple chose to wait until now to enter the foldable market, prioritizing quality and integration over being first.
In conclusion, Apple's thoughtful strategy in launching the iPhone Duo showcases its commitment to innovation and excellence, even in a market where competitors have long established their presence.
Source: https://inet.detik.com/consumer/d-8660356/ini-alasan-apple-baru-rilis-hp-lipat-usai-10-tahun
