Gadgetory

so what we're trying to do here is to really build a lineage and so what we've done is created phone that from a distance is going to be clearly identifiable as a one product so it's an icon that's been established in the market and we want to continue that but if you come up close to it you're going to notice all the subtle details that we've evolved this is obviously a good franchise working out where you have you taken icon and you keep refining the things that need to be refined you don't overhaul the basic gesture the fundamental expression of the phone if you don't have to if it's really really good and so what we've done is to look at a lot of different aspects of the phones areas that could be improved so the m7 got a lot of accolades for its precision aesthetics and then the m8 got a lot of accolades for being really comfortable in the hand but people tend to lose it a little bit too easily including myself I dropped mine too many times and so what we did with m9 is really to combine the best of both worlds we were able to take the sort of crisp edge of m7 and left precision look and then also add the softness of m8 and create a product that really is going to feel great in the hand scooters a little bit about the manufacturing process and that how that has changed between the one I made in the one in mine yeah the manufacturing has evolved quite a bit actually we're not making things easier on ourselves you can see our just a pure machining time for instance for our main unibody has gone from 150 minutes on the original m7 all the way to 300 minutes on their line and that's because we're doing a much more complex process this is a kind of an industry first if we're doing a dual anodized a on the main housing so we wanted to show of different qualities of the metal but we also didn't want to introduce multiple parts on the phone because of course we're well known for our unibody and so what we've done is the whole process gets done twice over the anodization the machining and then the finishing so we see the iphone 6 the new galaxy s6 and you need advice all have cameras that protrude slightly from the body do you think that's a new trend that's about it well a lot of being a designer is about making trade off especially in the smartphone space because we have a limited real estate that we can work with and so every item has to be considered very very carefully as you go bigger sensors everybody wants to have a great camera on their phone so I feel bigger with the sensors you inevitably come up to certain limitations and and I think we're willing to make that sacrifice right now is a little bit of a bump I would say our bump is minimal and it's elegant and there's sort of a limits to how much we would be willing to to grow over the rest of the product everything is driven by the same design philosophy you know we have a global design team we're not sort of separated into this insular organizations and so everything is driven by a dedication to to simplicity you know moving removing elements it could be between you and Technology and then also as an honesty to the material and and you know a dedication to the craft so I think a product like grip it's not an all metal unibody product it wouldn't make any sense there so we really picked the right kind of high quality plastics that are going to feel great on you on your wrist and then don't compete with your watch if you want no I think it's really important that we keep our heritage we keep our lineage but we every time you start a new design process we forget about all of it and we way outside of it and so I can tell you're going to be seeing some really exciting things coming and some unexpected things as well