Apple Design Chief Jonathan Ive on the iPhone X: We Had to Solve 'Extraordinarily Complex Problems'

Apple helped bring personal computers into the home with its early Macs, revolutionized the way we listen to music with the iPod, and put a supercomputer in everyone's pocket with the iPhone. It's the biggest change Apple has made to the iPhone in years, and a necessary one for the world's most valuable brand. Apple still makes the lion's share of profits in the smartphone industry: Strategy Analytics estimates that Apple made up 70% of global smartphone operating profit share during the third quarter of 2017. But over the past few years its iPhones have received mostly incremental upgrades, such as faster processors, camera improvements, and water resistance. Meanwhile, Android phone-makers were busy experimenting with more exciting concepts like borderless screens and designs that are meant to be future-proof. The iPhone X, with its edge-to-edge glass and facial recognition system, will undoubtedly be seen as a response to critics who periodically question Apple's capacity to innovate.