Apple Exec: How do we brainwash consumers in believing the iPhone 7 is NOT the same as the iPhone 6 so we can make bigger margins?
Apple Designer: Why don't we remove half of the antenna lines?
Apple Exec: Great thinking, but lets use percentages, people love percentages.
Apple Designer: We've removed 50% of the antenna lines!!!
Apple Exec: Now what else do we do?
Apple Designer: We can remove the headphone jack which gives us a thinner phone plus more battery, 14% to be precise.
Apple Exec: Brilliant! Let's also make the camera wider and say it lets in 30% more light than before, making the iPhone 7 the best camera available for a smart phone.
Apple Designer: OK
Apple Exec: Get it over to IVE to make all the hardware designs now!
Ive: It's so unapologetically less than before, while giving you 14% more battery than before!
Apple Designer: Why don't we remove half of the antenna lines?
Apple Exec: Great thinking, but lets use percentages, people love percentages.
Apple Designer: We've removed 50% of the antenna lines!!!
Apple Exec: Now what else do we do?
Apple Designer: We can remove the headphone jack which gives us a thinner phone plus more battery, 14% to be precise.
Apple Exec: Brilliant! Let's also make the camera wider and say it lets in 30% more light than before, making the iPhone 7 the best camera available for a smart phone.
Apple Designer: OK
Apple Exec: Get it over to IVE to make all the hardware designs now!
Ive: It's so unapologetically less than before, while giving you 14% more battery than before!