![]() Secondarily, I didn’t want to use the headline “The iPhone 6s” (as a plural) because there seemed to me a very good chance Apple would use the name iPhone 6S (singular) the next year - and I was right. I thought the “The iPhones 6” formulation helped emphasize that. The iPhone 6 and 6 Plus were different, but clearly of the same generation. The 5C was basically the year-old iPhone 5 in new colorful plastic bodies. That title fit, because the 5S and 5C were definitely different phones - the 5S had a new A7 chip (the first to go 64-bit), Touch ID, and a new camera. My thinking with the first of these - the iPhone 6 generation - was that I didn’t want to use the title “The iPhone 6 and 6 Plus”, because the year prior I’d used the title “The iPhone 5S and 5C”. That’s not how most people would pluralize these iPhone pairs (but some would - there’s some legitimate precedent with pluralizations like “mothers-in-law” and “attorneys general” where the adjective comes after the noun). The last four years, I’ve coyly titled my iPhone reviews “ The iPhones 6”, “ The iPhones 6S”, “ The iPhones 7”, and “ The iPhones 8”. Let’s Get the Size Thing Out of the Way First I wish I knew what he knows about the iPhone camera pipeline for the next few years. His emphatic, instant confidence in that statement - that in June 2015 Apple was already the leading camera company in the world - made me think one thing: And trust me, Schiller - an avid hobbyist photographer - understands exactly what those companies’ cameras are capable of. It was about comparing Apple to companies like Canon, Nikon, Sony, Fujifilm, and Leica. ![]() But to say Apple is the leading camera company in the world, full stop, wasn’t just about comparing Apple to other phone makers. I’d venture to say almost everyone in the audience for that show would have agreed with that. Of course Phil Schiller thinks Apple is the world’s leading company in all those categories. Go to and look at the products atop the page: Mac, iPad, iPhone, Watch, TV, Music. That moment, more than any other in that interview, really stuck with me. Nearing the end (skip ahead to just before the 48:00 mark in the video), and wanting to talk about the iPhone and photography, I said, “I think it’s so clear - and the ‘Shot with iPhone’ marketing campaign shows that you guys clearly believe it too - that Apple has become one of, if not the, leading camera companies in the world.”īefore I could get to a question, Schiller jumped in. Three years ago, Phil Schiller was my guest on stage at The Talk Show Live From WWDC 2015. The iPhones XS Tuesday, 18 September 2018
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