Apple has dedicated an entire announcement to the dynamic island of the iPhone 14 Pro. It’s brilliant

You probably already know that, earlier this month, Apple unveiled its latest iPhones, four to be exact. There are iPhone 14, iPhone 14 Plus, iPhone 14 Pro and iPhone 14 Pro Max. Basically, you can choose big or bigger, normal or Pro.

Usually, the difference between the normal and the Pro has to do with the cameras. There are more of them, for example, and they are usually more capable and of higher quality.

This year, however, the iPhone Pros have something the regular version doesn’t have, and it’s the biggest change from the iPhone since the iPhone X. This is because the company replaced the iconic “notch” that housed the sensor. FaceID and the front camera, and replaced it with what he calls the dynamic island.

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It’s basically a resizable blob that shows you information like directions, what song is playing, or if you have a timer running in the background. It’s much nicer than the way I just played it.

Here’s how the company’s human interface chief, Alan Dye, described it during the keynote:

Our goal was to design a space that would clearly and consistently bring out background alerts and activities in a rich and pleasing way. The result is a completely new and intuitive way to interact with iPhone, a way that truly blurs the line between hardware and software.

It’s very cool indeed, and it will get more and more interesting as apps are able to take advantage of the new Live Activity feature in iOS 16.1, which is expected to come out in the near future. Apple is so proud of the feature that it is even running an ad during NFL football games to introduce it.

Think about it, Apple has decided to run an announcement introducing an iPhone 14 Pro feature and the first thing it has chosen to promote is not the new 48MP camera, the always-on display, the new lock screens or anything. all that. The first announcement is about the cutout for the FaceID sensor and the front camera.

I think it’s noteworthy considering Apple hasn’t once posted an ad for the notch on older versions of the iPhone. I’m pretty sure he never even called him by that name.

Of course, to be fair, Dynamic Island is a software feature, not a hardware design. It’s not cropping, it’s what Apple is doing around cropping. It is a user interface that allows you to glance at information or even interact with apps running in the background.

The point is, it’s a whole new way to interact with your iPhone and it’s something no other smartphone has. That’s why making it the centerpiece of Apple’s first ad campaign is so brilliant: is it the most interesting novelty in smartphones since, I don’t know, Touch ID?

The ad does a great job of representing how playful and delicious it is. It almost makes your iPhone feel like it has a personality. It looks very nice because is very nice.

Look, the iPhone is obviously Apple’s most important product. In a way, it is the most important product made by any company. By itself, the iPhone is bigger than any other tech company except Amazon and Google. More people in the US own an iPhone than any other smartphone. He is almost entirely responsible for making Apple the most valuable company in the world.

The reason people love their iPhones is because of the overall usage experience. It’s the way it all works together. It’s because Apple is able to design the entire device and how the hardware and software work together, which no other smartphone manufacturer can do. Well, technically Google makes both Android and Pixel, but hardly anyone actually buys them, despite being a fully functional device.

Here’s the thing: Dynamic Island is truly the best of what Apple does. It’s the obvious thing to do with a sensor cutout, yet no one has ever thought about it before. Primarily, this is because no other manufacturer thinks the device and software create a single experience.

It’s also the obvious thing to do with a lot of the interactions we regularly have on an iPhone. If you’re listening to a podcast or music while doing anything else on your iPhone, there’s no immediate way to control that experience. You need to pull down from the top to access the Now Playing controls on the lock screen or pull down the Control Center.

Or, if you email or scroll through Twitter while waiting for an Uber, it only makes sense that it should be able to see when it arrives without having to open another app.

If you think about it, it makes perfect sense that Apple paid well to highlight a feature you can only get on an iPhone 14 Pro. It’s Apple showing what only Apple can do, with a feature you can only get on its best flagship device. . It is brilliant.

The views expressed here by Inc.com columnists are their own, not Inc.com’s.

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