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Apple chose to implement the array of elements that currently are on the top of the phone, namely the speaker, sensors, flood illuminator, etc. by creating the visually definable notch. Is it ugly? To some, sure. Is it noticeable? To some, sure. Is it a god awful design? That's not personally something I really care about. I like the iPhone for being what it is, an iPhone. It does everything I want and in an ecosystem I have enjoyed using for years. I'm sure if they had the ability to do so, they would have put all those things inside/under the screen to avoid having to use a notch, but they aren't completely technologically there yet, at least in a way they want. They will be, and maybe sooner rather than later, who knows. To say that people will flock to the iPhone when it gets to the point the notch isn't necessary and say that they want to go back to the notch because it was so great, I just think that's a bit false. No one wants to regress. The notch is one of those "it is what it is" things until it's a technical hurdle Apple can overcome the way they want.
To me the iPhone is great regardless of whatever impactful design elements that might be questionable, at least so far. Nothing they have done with their phone yet has been enough to rile me up to such a polarizing degree that the notch has. I don't go out of my way to hate it, nor do I go out of my way to like it. It just.. is.
Apple chose, but Apple chose to settle. Under Steve Jobs or a more innovative leader than Tim Cook, I'm certain this person would push the team to create a design that didn't have a notch.
I'm not interested in settling, and I hold a company like Apple accountable as well because of how expensive their products are and what their mantra is supposed to be.
While someone like you may settle and simply accept something like a notch, other people, like me, don't. Whether the components can be transparent and embedded in the glass, or miniaturized to a point where they can fit in the small bezel around the screen, or something else, there are innovative possibilities. 4-5 years ago you may have settled on TouchID being linked to a physical button and almost in disbelief that it could be embedded in glass. Now, that is actually a reality. Apple is supposed to leapfrog the competition but they're not doing it.