Apple

Apple dedicated an entire ad to Dynamic Island on the iPhone 14 Pro. It’s brilliant

You probably already know that earlier this month Apple unveiled its latest iPhones – four of them to be exact. There’s the iPhone 14, iPhone 14 Plus, iPhone 14 Pro and iPhone 14 Pro Max. Basically, you can choose large or larger, regular or professional.

Usually the difference between regular and Pro is related to the cameras. There are more of them, for example, and they are usually more capable and of better quality.

This year, however, the Pro iPhones have something the regular version doesn’t, and it’s the biggest change to an iPhone since the iPhone X. That’s because the company replaced the iconic “notch” that houses the FaceID sensor and front-facing camera, and replace with what it calls Dynamic Island.

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It’s basically a resizable blob that shows you information like directions or what song is playing or if you have a timer running in the background. It’s way cooler than I just made it sound.

Here’s how the company’s head of human interface, Alan Dye, described it during the keynote:

Our goal was to design a space that clearly and consistently displays cues and background activity in a rich and delightful way. The result is an entirely new and intuitive way to interact with iPhone—one that truly blurs the line between hardware and software.

It’s really pretty cool, and it’s only going to get cooler as apps can take advantage of the new Live Activities feature in iOS 16.1, which is expected to be released in the near future. Apple is so proud of this feature that it even runs an ad during NFL football games to introduce it.

Think about it for a minute, Apple decided to release an ad touting a feature on the iPhone 14 Pro, and the first thing it chose to tout wasn’t the new 48MP camera, always-on display, new lock screens, or anything like that. The first ad is about the notch for the FaceID sensor and the front camera.

I think this is remarkable considering that Apple never once advertised the notch on previous versions of the iPhone. I’m pretty sure he never even referred to it by that name.

Of course, to be fair, Dynamic Island is a software feature, not a hardware design. It’s not the notch, it’s what Apple does around the notch. It is a user interface that allows you to view information or even interact with applications running in the background.

The point is, it’s a completely new way to interact with your iPhone, and it’s something that no other smartphone has. That’s why making it the focus of Apple’s first ad campaign is so brilliant — it’s the coolest new thing in smartphones since, I don’t know, Touch ID?

The ad does a fantastic job of portraying how playful and adorable she is. It almost makes your iPhone feel like an individual. It looks very cool because is very cool.

Look, the iPhone is clearly Apple’s most important product. In a sense, it is the most important product produced by any company. On its own, the iPhone is bigger than any other tech company except Amazon and Google. More people in the US own an iPhone than any other smartphone. He is almost entirely responsible for making Apple the most valuable company on earth.

The reason people love their iPhones is the overall experience of using one. It’s because of the way everything works together. That’s because Apple is able to design the entire device and how the hardware and software work together—something no other smartphone maker can do. Well, technically Google makes both Android and Pixel, but almost no one actually buys it, even though it’s a perfect device.

Here’s the thing – Dynamic Island is truly the best of what Apple does. It’s the obvious thing to do with the sensor cutout, yet no one has thought of it before. Mostly, this is because no other manufacturer thinks of the device and software as creating a single experience.

It’s also the obvious thing to do with many of the interactions we have on the iPhone on a regular basis. If you’re listening to a podcast or music while doing something else on your iPhone, there’s no immediate way to control that experience. A pull-down from the top is required to access the Now Playing controls on the lock screen or a pull-down on the Control Center.

Or, if you’re emailing or scrolling through Twitter while waiting for an Uber, it only makes sense to be able to see when it’s arriving without having to open another app.

When you think about it, it makes sense that Apple paid good money to highlight a feature you can only get on the iPhone 14 Pro. Apple showcases what only Apple can do with a feature you can only get on the best flagship device. This is brilliant.

The opinions expressed here by Inc.com columnists are their own and not those of Inc.com.