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[NetEase Smart News, December 11] Phil Schiller, Apple’s Chief Marketing Officer, recently sat down for an interview where he discussed a range of topics, including the iPhone X, Face ID, augmented reality, and smart home technologies. His insights offer a deeper look into Apple’s approach to innovation and user experience.
When it comes to Face ID on the iPhone X, Schiller emphasized that Apple's strength lies in its seamless integration across the entire iOS ecosystem. He explained that replacing the Home button wasn't just about design—it involved rethinking how users interact with their devices, from Siri activation to Apple Pay and Touch ID. According to Schiller, Face ID was Apple’s unique solution to these challenges, offering a more secure and intuitive experience than other facial recognition systems currently on the market.
“Other companies’ facial recognition systems are not as effective,†Schiller said. “They don’t work in all the ways we need them to. For years, the Home button was just a simple way to return to the home screen. But over time, we added more functions—like Touch ID for multitasking, calling Siri, and using Apple Pay. We had to solve all of those issues, and Face ID does that in a very unique way.â€
Privacy remains a top priority for Apple, especially when it comes to biometric data. Schiller stressed that no face recognition data is sent to third parties. Instead, the facial data used for Face ID is encrypted within the Secure Enclave module, ensuring that it stays private and secure. He also highlighted Apple’s strict policies for developers who want access to the TrueDepth camera, emphasizing that any app must go through a rigorous review process before being approved.
“Developers have to understand their privacy policies and what they’re using the data for. You always have control over your information. Every app that wants to use face data goes through a special review,†he said.
Looking ahead, Schiller shared Apple’s vision for both virtual and augmented reality. While the company believes virtual reality has potential, especially for content creators, he admitted it’s still not a mainstream consumer product. However, his perspective on augmented reality is much more optimistic. He described it as a technology with widespread applications that could transform major software categories by bringing digital information into the real world.
“Augmented Reality has incredible mainstream potential. It can change almost every category of existing software because it brings digital information into our physical environment,†he said.
Finally, Schiller addressed the delay in the release of the Apple HomePod, explaining that Apple needed more time to ensure quality. He described the device as a key component of Apple’s smart home strategy, envisioning a future where the HomePod seamlessly integrates with other smart devices in a home environment.
“Our vision is that when you walk into a house, the HomePod will be there. You can say things like, ‘Turn on the lights,’ or ‘Close the curtains,’ and it will respond accordingly. It will play a crucial role in Apple’s smart home future,†he concluded.
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