‘It’s All Screen’

Ken Segall:

Apple advertising was always creative and fun, but it was also intelligent and accurate. That’s what made it the industry’s “gold standard” for marketing.

That’s why it makes me nervous when I see today’s Apple playing loose with words and images to sell a product.

Case in point: the “all-screen” iPhone X.

Of course we can see with our own eyes that iPhone X is not all-screen. It has a noticeable edge around the entire display, which even the Samsung S8 does not have. And then there is “the notch” — the object of many a critic’s venom.

I don’t have a problem with the side and bottom edges of the iPhone X being described as “all screen”. It’s not the same as Samsung’s Galaxy Edge sides, but I dislike the way those Edge phones look when I hold them. If there were no notch — that is to say, if the top of the iPhone X looked exactly like the bottom — I would have no problem declaring that “all screen” would be a fair description.

But with the notch? No way. Here’s one simple way to think about it: what does Apple do 2-3 years from now if they ship an iPhone with no notch? Describe it as “Really all screen this time”?

★ Friday, 20 October 2017