The new iPhone X is the latest and greatest in the world of technology. Not only does it have upgraded software (which runs apps smoother, improves battery life and enhances the camera), but the iPhone finally got a makeover. With the largest display screen in Apple history, this iPhone begs to be noticed. I could list all the boring details about its improved processing power, but the public seems to be interested in one thing and one thing alone: the lack of a home button.
It was a decision that deeply divided the iPhone community. Many long-term iPhone users were outraged with the change. Their plea is that they are accustomed to the home button, and because of its high click-count, deserves to remain a key part of the device. In their eyes, it would be inefficient and irresponsible to remove such a crucial aspect. Also vouching for it’s uniqueness, they claim the button is vital to the phone’s aesthetic appeal. In a world full of smart phones, the home button is what differentiates the iPhone, and many consumers feel lost without it.
On the other hand, there is a growing number of iPhone users, and ex-android users, who relish the change. Over the past five years or so, many people feel the iPhone became stagnant. Year after year, Apple releases virtually identical phones, with only minor changes. Now, with the removal of the home button, the iPhone has a new identity. Smart phones are now becoming standardized, as tactile push buttons are a thing of the past. Without the home button getting in the way, Android users are able to test out the new iPhone, without it feeling foreign. Apple is trying to unite all smart phone users, with one less home button at a time.
The real reason why Apple removed the home button is simple, it takes up too much space. In today’s world, people are glued to their phones. On the bus, at work, in class, it doesn’t matter. To accommodate these high “screen-times”, apple revolutionized the phone world, and got rid of their iconic button. By removing the debated button, it cleared up an inch of space at the bottom of the phone. Now the screen covers the entirety of the phone, which will make it much easier to stare out for hours on end.
Which is why the protesters grow fewer in numbers everyday. Once they caught wind of why the home button was being removed, many quickly changed their mind. Change is always difficult and messy, especially when it involves something we’re emotionally connected to. Cell phones and millennials go hand in hand – most had one before they turned 12 – and Apple has been the frontrunner in early childhood branding for some time now. So, Apple had to entice their consumers in order to retain their sales, and they did.
World’s biggest screen for the world’s shortest attention span. That was Apples’ marketing strategy, and did it ever work. People today love their phones, and they love anything big, so why not combine the two? Removing their renown home button was an immense risk, but a calculated one. The executives at Apple know how much time their users spend looking down at their screens, there’s a camera on the front as well as a location service, so they knew exactly how to market new ideas to their consumers.
Without the cumbersome home button hijacking an inch of potential screen space, iPhone users are now able to fully enjoy the world’s best display screen. Which means you can say goodbye to friendly chit-chat, Siri replaced you.
Matthew is an Ottawa-based writer with a passion for football that was conceived in 2009, when the New Orleans Saints defied all odds and won their first Super Bowl Championship. He longs to visit Northern Europe to see the aurora borealis. Until then, he reads graphic novels, plays Super Smash Bros., and attempts to stay fit.