"If we can overcome these challenges, we can make something without compromising". I swear he says that during every video.
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iPad Jony Ive video really getting silly
- Thread starter citivolus
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Sadly, our human bodies are greasy, oily messes. There's only so much anyone can do about hiding up those messes we leave everywhere. It's possible advanced material science may come up with a slightly better screen material, but the problem lies with our biology, not the technology. Chances are the best we can ever hope for is screens that are easier to clean, or somehow self-cleaning. Eventually we'll get 3D holographic interfaces, I suppose, but then we won't ever be touching the device.
Scratch-proof is another difficult material science issue. The thing you have to realize is Apple isn't a chemical company, they can only choose from the available materials, based on various things including price. And ultimately, material science is always a trade-off. Typically things that are light and strong, can scratch, and things that are scratch-proof are heavy, difficult to work with, brittle, or aren't terribly rigid. At the end of the day, are a few scuff-marks really a big deal? Either you put another case around your device's case to protect it, or you let the device's case take a beating to protect what's really important, the fragile internal components. Hey, I'd love crazy futuristic materials making up everything I own, too, but they're futuristic because we haven't invented them yet, or they're currently cost-prohibitive. All-in-all, I'd say Apple has done a pretty good job in leading the way on materials used in their products, though.
A pop-out stand may be a valid request, but it's clear that is probably never going to happen, or Apple would have done it already. They're perfectly content to let third-party accessories handle those sorts of niche use cases, while Apple focuses on what it's ideal device is, refining over time towards that ideal. Sometimes Apple changes their minds about what's ideal, but they often don't.
If you've been around for any length of time with Apple products, you should know that's how Apple operates. Some companies throw features at the wall and see which ones stick. Apple has a vision, correct or not, and slowly refines towards that vision. Apple has been dreaming about the same tablet for decades now (seriously, there's an Apple video from the 80s or early 90s that looks an awful lot like the iPad with a sort of Siri), are finally approaching it in the last few yeas, but at no time has there been some sort of stand beyond the smart cover. There are some things you can always count on. Apple rolls, slowly but surely, towards something wonderful. That something wonderful may not match up with what your expectations are at the very beginning, but Apple generally knows what they're aiming for. You may not like any particular iteration, or Apple's ultimate vision, or it may not come as fast as you like, but that's how Apple rolls. All the constant talk of innovation is frankly ignorant of Apple's iterative history.
All of our products at Apple are made with the intention of achieving a device without compromises. I do try to differentiate the script for each video a bit, but because our values stay consistent, so does the message.