Is the iPhone X Apple’s most innovative phone in the past decade? But these inspirations cannot be ignored

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In this month, the new generation of iPhone 12 will be officially released. After three years, the iPhone will usher in a new product form handover. In addition to the design of the iPhone 12, can it announce the arrival of a new generation on behalf of the mobile phone industry as before? For this reason, we have to start with its best player-iPhone X. The significance of this product to Apple and the industry is not just as simple as " full screen ".

Innovation influences the industry

Since the launch of the Mi MIX screen in 2016, all major mobile phone manufacturers have been actively exploring the boundaries of the Xiaomi MIX screen. Although the iPhone X was released in September 2017, it has been nearly a year since the release of and millet MIX , but Apple still rewrites the entire full-screen industry rules by relying on its own efforts.

Apple’s first innovation lies in the internal design of the full screen. Apple uses the flexible OLED's bendable characteristics and cooperated with Samsung to achieve a COP package. Compared with the traditional COF, COP places the components at the bottom of the screen on the bent OLED panel, reducing the original screen edge , The vast majority of today's full-screen flagship phones also use the COP packaging method.

After Apple uses OLED,Although major brands have also introduced full-screen designs that use LCD screens, their flagship products embrace OLED without exception. The amazing display effect of iPhone X also makes users put forward new requirements for the display quality of mobile phones. Today, major brands will emphasize the display quality of mobile phones at press conferences, and Apple and Samsung have played an indispensable role in it.

In Face ID, Apple also demonstrated strong technical strength: Apple successfully realized the miniaturization design of Face, and in the face of subsequent competitors' facial recognition , And still maintain top security. Apple uses neural networks for automatic face learning and Face ID to improve privacy performance. It can be seen that the addition of Face ID is not a design that Apple forced to replace fingerprint recognition. Apple has made many improvements to the use of "face recognition".

In addition to innovations in the design of the full screen, Apple also proposed a new way of understanding full screen interaction. Swipe up at the bottom to exit, pause for multitasking, and slide the small white bar to switch tasks. Although these gestures are now commonplace, at the time, UI designs that used the bottom left and right sides for different operations were also common. After the iPhone X, major brands have integrated the previously launched full-screen gestures, and the once ridiculed "little white bar" has become the standard configuration of various UIs.

In addition to basic gesture operations, Apple has also further innovated the UI animation under the full-screen design.In Apple’s speech "Designing Fluid Interface" for developers, it elaborated on the design focus of non-linear animation optimized for full screen, spatial consistency, and lightweight touch feedback, reflecting Apple’s advanced UI design. idea.

As a full-screen model, iPhone X once again embodies Apple's amazing software and hardware control-open payment and secure Face ID, full-screen gestures, COP packaging technology , Dual batteries, and maintained a supply of nearly 100 million. Although there are many full-screen pioneers, only Apple has given a full-screen solution with a relatively mature system that can be mass-produced. Many of these solutions Technology has become the only way for all current mobile phone full-screen solutions.

High-end strategy with insufficient stamina

The iPhone X not only refreshed its average price of a full-screen phone at the upper limit of $999, In the past, you can buy the highest configuration of Apple's flagship, but now it is only the starting price of the iPhone X.

However, as Cook said: People always pay for innovation. iPhone X makes the traditional iPhone design go to the grave and attracts many fans. From statistics such as IDC and Counter, it can be seen that the average price of 's iPhone in 2017 hit a record high, but the sales of the ultra-highly positioned iPhone X exceeded the traditional price of the iPhone 8 and 8 Plus.Become a well-deserved model of the year.

Under the influence of iPhone X, the prices of flagship phones on the market have risen, and even "1999" has officially become history. Advanced technology to arm yourself, in exchange for a better experience.

Although the iPhone X can be called a money printing machine, for Apple, the drawbacks of the high price strategy are also obvious-the iPhone X gives up Apple’s traditional price point, and the Huawei flagship after the price increase takes advantage of the trend Breaking into the vacancy, the ultra-high price of the iPhone X is Drinking poison . It quenches thirst and squeezes out the crowd who always want to change. The sales of the successors iPhone XS and 11 Pro are not good. Apple can only regain the lost market through price reduction + sub-flagship strategy and implement the "de-luxury" policy.

The failure of Apple's ultra-high-end strategy, on the one hand, shows that the long-term law of the consumer market is unshakable, on the other hand, it also shows that after the iPhone X, Apple's market leadership has declined .

The weakening of Apple's right to speak

What is more deadly than the decline in sales is that Apple's leadership in the mobile phone market has been challenged. No matter how the previous generations of iPhones were ridiculed for "no innovation", Apple was still able to bring a lot of features.For example, iPhone 6’s Apple Pay, iPhone 6s’ linear motor, iPhone 7’s P3 color gamut, and after iPhone X, Apple no longer has a feature that can be imitated by the mobile phone industry. I used the iPhone X, but was exhausted afterwards.

Even the relatively mature iPhone X, some of its technologies are too radical, the Android camp has adopted Liu Haiping for a short time, structured light has been replaced by under-screen fingerprints, and there is no dual battery. The stacked A11, which has been successfully popularized and adopted in order to save space, has even lowered the performance of the iPhone. Unlike Android, Apple's technology is difficult to change after it is finalized. Although this maintains the consistency of its own products, it also gives Android, which is iteratively frequent, a chance to catch up.

In fact, with iOS and A series processors, Apple already has a unique core advantage. In the new era, it should actively follow up on technology and improve non-critical elements. Instead of lying on the iPhone X's laurels. As a result, from unlocking, battery life to performance, Apple’s technical solutions are no longer the absolute mainstream. Many defects of the iPhone X have not been resolved after three years. It is unimaginable on the Android platform without changing technology or replacing people. Strong41strong.

On the one hand, this is an improvement in the overall technical strength of Android manufacturers. Starting from the iPhone X, Android has achieved a surpassing Apple in terms of battery technology, camera level, under-screen fingerprints, and body design.Apple has become a follower of technology from the original initiator. With multiple cameras, fast charging, and even screen quality, Apple has begun to follow in the footsteps of Android.

The deeper reason is that after the era of full screen, the basic performance of mobile phones has met the long-term use requirements of most people. Android manufacturers have begun to optimize the mobile phone experience more specifically. Communication, battery life, design, and fingerprint recognition counterattacks are a good example. Android uses infrared recognition for the transition, and vigorously develops fingerprints under the screen, and then enters the camera under the screen. All this is the result of healthy competition. However, Apple was too successful in the early stage. At this time, it chose to live in stability and gradually fell into a situation of working behind closed doors in the product concept.

In recent years, the Android platform has got rid of the shackles of "performance only" and is committed to diversified development. Apple, which is keen on "three years of certain adjustments", is frozen in the design ideas of iPhone X, but it seems to be more and more out of the times. Although the A-series chips are powerful, their appeal to consumers is also limited to e-commerce activities. The price/performance ratio. Xiao Lei did not deny Apple’s contribution in the field of in-depth technology, but it is too “in” and ignores the “table”. It is also difficult to gain a foothold in today’s market (and now Apple’s in-depth technology leadership is not as good as before)

What will the iPhone 12 change

In the ten-year ten-machine topic, Xiao Lei introduced the representative works of various flagship brands, which have many influences on the subsequent mobile phone market and marketing model . But it is undeniable that the iPhone is often the best-selling one in the season. But iPhone X is a turning point,Although it is still shocking, it is the result of the lack of innovation of the previous generations and the lack of stamina of the subsequent generations. Apple's marketing model and technological gap have only been maintained for a year before being broken by Android.

Xiao Lei believes that, compared to the huge discussions triggered by the iPhone X, the iPhone 12 will not shake the Android camp too much-the current Apple has lost its absolute dominance in the iPhone X era. It can be seen from the leaked intelligence of the iPhone 12 that most of the selling points of the iPhone 12 are actually complements rather than innovations.

If the iPhone 12 does not have disruptive technologies, Apple needs to reconsider the iPhone’s product strategy . Make iPhone more accessible, affordable, and steadily accumulate users. Jobs Apple's technology is the best in the world, and its price is lower than that of Nokia and other flagships. The combined advantage of technology and price constitutes the iPhone's attractiveness over Nokia and Samsung. Today, Apple's absolute advantage is no longer, and its technological appeal is not as good as a few years ago. Without the technological dividend, the high price of the iPhone is nothing.

As can be seen from the success of iPhone 11, if does not have an innovative advantage, it must appropriately please consumers. Apple has not had the world-leading hardware advantage for two generations of models, and the overly radical iPhone X that went the wrong way is after all just a glimpse of Apple. Now that the advantages of the iPhone are no longer unique, the iPhone 12 must be "not unique" at least in terms of price.

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