3D Touch Technology and the Birth of Apple 3D Touch Screen

Over the years, Apple has made a lot of things, but the production process remains basically the same: find something ugly and complex and make it more beautiful and easier. In terms of beauty, the beauty embedded in the brushed aluminum frame can be said to be unchanged. However, the simplicity of its products is constantly evolving, which is why a few days before the geek event in September - that is, the apple press conference - Jonathan Ive focused not on the new Apple TV or the iPad as big as dog door, but on a function. This feature, called 3D touch, makes the iPhone easier to operate. Holding a brand-new iPhone 6S, Eve said, "in the final analysis, this is the focus of our attention. It inspires all colleagues in the company to work together." then, he added emphatically, "3D touch is something we have been fighting for for a long time, many, many years."

Apple design studio is much more mysterious in people's imagination than in reality. People may think it will be like Stonehenge in Britain, but in fact it is just an open office space. There are some young people in their 30s from different races, dressed differently, sitting quietly working in front of IMAC desktop computers. On the edge of a small kitchen, there are some long wooden rest tables. In the kitchen, there is a shiny espresso machine, which looks more like decoration than use. The ground is cement. The background music is made independently and the light is very bright. The bookcase standing against the wall is up to the ceiling, with an elaborate randomness, just like any creative bookstore in which you have been unconsciously lost for an hour.

The only clue that this is the apple magic room is a curtain. Eve said that behind that is the industrial design room, where there are some exploration and research activities, milling machines and some magical things of the future. Unfortunately, he can't comment on this. 3dtouch technology was born behind this.

A few years ago, designers and engineers realized that mobile phones contain so many functions - text messages, maps, applications, links, photos and songs - that people waste a lot of time returning to the home screen button to switch between different functions. This is the most trivial first world problem, but with apple, there is no doubt that it will eliminate even the smallest friction between its products and users.

Alan dye, Apple's vice president of user interface design, said: "no redundancy is a word we often use. We hope the way you use our products makes you feel that these steps have been saved."

In the nearly 10 years since the birth of the iPhone, this mobile phone has got rid of the first version of baby fat and grown into a beautiful and fashionable teenager (the 5.5-inch large screen plus mobile phone launched in 2014 can be called the big brother). With the two notable exceptions of Siri and "Apple map", many functions have been seamlessly added, almost impeccable. It looks like it's looking forward to infinity. However, when your consumers get used to expectations, their appreciation for perfect performance will weaken. Minor improvements won't win the house. Phil Schiller, Apple's senior vice president of global marketing, said: "with the introduction of each generation of products, the threshold for enhancement becomes higher and higher. You can't just say, 'here, take it. Compared with last year's product, its performance for the same task is improved by 5%.' no one cares."

Whether it's the round corners of the iPhone or its calm "Genius Bar" employees, Apple hopes that everything is light for it in the eyes of consumers. Here, excellent technology is easily baked like fresh baked bread. The fantasy of it is like finding happiness from Disneyland. Schiller said: "From an engineering point of view, it is incredibly difficult to produce a hardware display that can realize the 3dtouch function. If people are not prepared to use this function, we will waste a whole year on Engineering - actually two years - which will cost a huge cost and manufacturing investment. If it is only a demonstration function, a month After that, no one will really use it, which is a huge waste of engineering talent. "

Schiller believes that 3D touch is a breakthrough, but the designers are not so sure that no one takes his view seriously. "I mean, it's an extraordinary achievement in a company that has to deal with so many absolute authorities and so many standards..." Eve said, his voice fading away, "You know, it's hard to measure what designers do. We may have worked hard for something for a long time and still don't know what to do."

Apple's design project has neither a formal start nor a preset end. Wrong roads and detours for months are common, and countless plans will be carried out at the same time. That's why no one really remembers when the whole team gathered to add the 3D touch function to the iPhone. They just keep asking: if you can operate a function What if you press the glass screen and show a shortcut to switch to another function without sliding through various applications, or let all the content you have browsed pass through the main page? What if the phone can understand your ideas completely according to the changes of pressure you exert?

Although everyone knows that apple is a company that puts design first, in reality, the priority of design is underestimated. The relationship between designers and non design managers is a bit like the famous horse "American Pharoah" And its trainers. One is nominally responsible for managing the other, but apparently provides services to the other. Craig federighi, Apple's senior vice president for software engineering He said that in most software companies, designers decide what they want, and engineers look for ways to make it easy. Federico began his career at Apple, then worked for Ariba, a financial management software manufacturer, for 10 years, and returned to apple in 2009. He said: "Every feature is the product of this unreasonable compromise. Only when we came to 3D touch did we finally get such a design experience, 'yes! That's what we want!' we then asked how difficult it would be to implement this feature."

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