Its neural engine is evidence that Apple is serious about A.I.
Over the years, consumers have learned that Apple’s “S” suffix for the iPhone are about improvements under the hood. But there were always one or two standout innovations that went beyond the usual upgrades. Like Siri on iPhone 4S, iOS 7 and Touch ID on iPhone 5S, and 3D Touch on iPhone 6S.
This year, there seems to be nothing new. Sure, iPhone XS Max has a 6.5-inch OLED, the largest display ever on an iPhone, but that’s what people have been expecting since the iPhone X. In my opinion, the 6.1-inch edge-to-edge LCD on iPhone XR is the bigger of the two screen feats. But it’s also fair to say that it shouldn’t be spoken in the same breath as Siri and Touch ID, which were truly ground-breaking tech during the day.
Does this mean Apple has lost its touch? Did the world’s first trillion-dollar company hit an innovation roadblock after its exertions last year, when it introduced the futuristic iPhone X with a Super Retina Display, TrueDepth camera system, and Face ID? I don’t think so.
When Apple CEO Tim Cook took the stage to announce the iPhone X in September 2017, he claimed that the phone will “set the path of technology for the next decade.” It’s a statement that he has uttered twice in two earnings calls this year. The iPhone XS, XS Max, and XR, which take their design cues from the iPhone X, certainly look like a typical S-year upgrade. But delve deeper and you’ll realize that one improvement isn’t like the others. I’m referring to the new A12 Bionic chip.
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