Nope, that is not a typo. I’m really not using the new iPhone X and it really is an unusual event because I’ve purchased a new iPhone every year since the 3G. I remember it like it was yesterday. In 2008, while waiting in line at the Apple Store in Santa Monica for hours to buy my first iPhone, I spoke to several people near me. One was a neurosurgeon, another was a musician covered in tattoos, and a couple were computer science students from nearby UCLA. Despite our differences, we all agreed that the iPhone was going to conquer the mobile world which then consisted of horrible phones like the Blackberry and Windows Mobile based devices. At the time I was using a state of the art Samsung “Blackjack” which I nicknamed the “Crapjack” because it was so bad.
Then, like now, the release of a new iPhone’s was met with immediate criticism. Blackberry wrote it off as an “expensive toy” and Microsoft’s CEO Steve Ballmer laughed at the $500 price tag. The video of him laughing out loud almost has three million views on YouTube.
Fast forward almost 10 years and the iPhone has been a great ride for Apple. It has transformed computing, spawned numerous imitators such as Android, and has brought the Internet to the masses around the world. Personally, working with Apple catapulted my career and transformed the company I worked for. It was certainly no fun visiting them before Steve Jobs returned, but afterwards it was a high octane trip in the Silicon’s Valley’s version of the Autobahn. Each new iPhone model added irresistible features: better cameras, better (and bigger) displays, faster processors, better industrial design, higher WiFi speeds, better security through TouchID, etc.
So why didn’t I buy the biggest and baddest iPhone ever when it was released this week? It has a bigger, better display (OLED!), FaceID, a faster processor, two cameras that are both optically image stabilized, and a whole host of other improvements including a special “image signal processor” in the main A11 CPU that creates special effects like the one below. I took this with an iPhone X in the Apple Store in Phoenix. No special lighting, no special background, in broad daylight just using Apple’s “Stage Light” effect.
The answer is complex. Part of it has to do with the idea that at some point, the iPhone 7+ is “good enough” for 90% of the tasks I use it for. In fact, my phone sometimes sits on my desk the whole day lonely and neglected because the Apple Watch has taken over some tasks and the iPad others. Also, TouchID is still great, the camera is excellent, it has not slowed down with iOS 11, and is not too big for my pockets. It’s a similar story as to why I only recently upgraded my 2012 MacBook Pro (explained at the end of this post). Other reasons include the price. While 64GB for $999 is not unreasonable, it is not enough storage for me, but the next step up is 256 GB for $1,149 which feels like a waste of money because it is definitely too much space. Like Goldilocks, 128 GB is “just right.”
In general, the iPhone X seems to be made for a slightly different use case than mine and the iPhone 8 doesn’t seem like enough of an upgrade to justify the cost either so here I sit for the first time in 10 years without the latest greatest from Apple. Is Apple in trouble? No way! FaceID and other enhancements will probably get me to upgrade my iPad next year and there will certainly be something to lure me into the iPhone 11 eventually. In the meantime, it’s all about the software at the moment and iOS 11 is a major breakthrough for mobile operating systems. How can Apple possibly survive giving something this valuable away for free? Well, that sounds a topic for the next post. Stay tuned!