After a pair of interviews earlier this month, Apple chief marketing officer Phil Schiller recently spoke with The telegraph to talk about his take on the latest and greatest Apple products in 2018, this terrible week for software bugs, and more …

Of course, Schiller is quick to tout Apple’s line of smartphones in 2017 and how it represents the company’s continuous innovation. He explains that the goal of the iPhone 8 was to create a “next generation phone” as it does every year:

“It was a whole new kind of year for us,” says Schiller. “This is something that we have been planning for quite a long time, we wanted to have the opportunity to create a next gen phone like we have done every year and it was 8.”

On the flip side, Schiller says the iPhone X was Apple’s way of changing its pace from smartphones of previous years in a more aggressive way:

“At the same time, we wanted to create something even more aggressive, even more different from the iPhone X. It’s something we haven’t come up with that way before, but it worked really well.”

Overall, Apple currently sells five different lines of iPhones, but Schiller doesn’t seem to agree with suggestions that the company’s product line is becoming crowded.

For example, he explains, the iPhone SE – which is nearly two years old at this point – still exists because “it meets the needs” of some consumers. As for rumors suggesting an imminent refresh of the device, Schiller says he “can’t make any statement about the future.”

As for the HomePod delay, Schiller says it represents one way Apple is different from its competition. He says a lot of companies are willing to release a product just to hit its target release date, but that’s not Apple’s strategy:

“Not everyone in our industry follows this model. We’re at the very, very beginning of this smart music speaker market that we want in our house.

Some companies like to release things even if they don’t think it will be successful at first, we care a lot about the quality of the things we want to release and so if it’s not ready it’s not ready yet.

Perhaps most interestingly, Schiller is in a rush for details on how Apple cleared a host of software bugs in 2017, including the “root” vulnerability in macOS, the “i” bug in iOS, a flaw in major security in HomeKit, and more. Schiller throws the most recent issues down to a “bad week,” but notes that Apple will be auditing its systems and doing a “soul searching.”

“We just had a bad week. Two or three things happened, that’s all. The team is going to audit the systems and carefully review the process and do some soul searching, and do whatever they can to prevent this from happening again. “

The full interview is definitely worth reading with Schiller discussing augmented reality, how the new iOS 11 App Store is revitalizing growth, and more.


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