24 days ago585.4K views
No other phone is like iPhone.
Only when hardware and software are designed together can they truly work together.
Apple teams design the world’s best products, with the most innovative displays, chips, cameras, operating systems, and services. But just as important, the teams collaborate so that all the components of iPhone work together efficiently and beautifully.
While this might seem like an obvious way to work, no other smartphone is made this way. And it makes all the difference.
It means that the camera team can work with the chip team to leverage the power of the A12 Bionic. So that when you frame a shot, the ISP and Neural Engine identify faces in the frame. Detect specific features. And optimize for lighting, white balance, and more before you even tap the shutter.
This is the kind of stuff you’d never even know is happening. You just see the result — the shot you wanted, with more detail, true-to-life color, and dynamic range than you would have thought possible from a smartphone.
All-day battery life. When the software teams build features, they tailor their algorithms to optimize for performance and efficiency on the chip — and vice versa.*
AR like you’ve never seen. The combination of an advanced camera sensor, gyroscope, ISP, Neural Engine, and accelerated plane detection enables the best AR platform in the world.
We believe privacy is a fundamental human right.
This is one of our core principles at Apple. It’s why we design iPhone from the ground up to keep your personal information private and secure. And it’s one of the things that sets iPhone apart.
For example, every new iPhone comes with Face ID, the most secure facial authentication ever in a smartphone. The data used to identify you is encrypted and protected by the Secure Enclave. That’s a discrete part of the chip, so your data can’t be accessed by iOS or apps. And it isn’t stored on Apple servers or backed up to iCloud. Instead, it stays on your device, with you, where it belongs.
End-to-end encryption. Your iMessage and FaceTime conversations are encrypted for your protection. Nobody — not even us — can read them.
Ongoing security updates. Free and easy iOS updates are designed to keep your iPhone software current, protected, and performing at its best.
Limited ad tracking. Safari automatically limits the information advertisers get from you. And Apple doesn’t gather your personal information to sell to advertisers or other organizations.
iPhone is built to be used. And reused.
iPhone is made with exceptional materials, like surgical-grade stainless steel, aerospace-grade aluminum, and the most durable glass in the industry. As a result, iPhone lasts longer and holds a much higher percentage of its value than any other smartphone. Which is why so many older devices go to friends and family instead of landfills — and that’s the best form of recycling there is.
When an iPhone finally reaches the end of its lifespan, we recycle every bit of it we can. To do that, we bui