# Liked: The Lessons and Questions of the iPhone X and the iPhone 8 – Stratechery by Ben Thompson...

”Apple clearly decided to not minimize the notch, the black cut-out at the top of the iPhone X that houses an array of sensors and cameras. If anything, the company went out of its way to emphasize it, including playing video such that the notch obscured what was being shown (that is actually an optional view; by default video is letter-boxed such that it avoids the notch).”

Apple are completely unapologetic about the notch (just like how the 5C was unapologetically plastic) and, with it, demonstrate being completely in control.

The notch is coming in for quite a bashing in many quarters and quibbles are being grossly exaggerated. Personally, I don’t have a problem with it and think, given a little while, people won’t even see the notch any more - it’ll be as if it’s always been there, a perfectly natural hardware evolution.

  1. Ron says: #
    That's a very interesting rundown of iPhone history. I didn't watch the most recent event. Has Apple given any hints about when it will be releasing the iPhone 9?
  2. Colin Walker says: #
    That’s the interesting thing. Now they’ve got the eight and the ten where does their naming convention go next year? XI (eleven) or the X2?
  3. Ron says: #
    Yes, maybe naming by version number has run its course. Maybe give each new one its own name, like the car industry does. The iPhone Clarity, the iPhone Holiday, the iPhone Precision, the iPhone Expert. Suddenly there are a million possibilities.

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