Hold us accountable to that, please. The choice of a matte finish — apart from it being beautiful — is part of that equation. When you look at glossy displays, their specularity makes it very easy to pick up topology differences. That's part of the reason we picked the matte finish — it's not only beautiful in terms of preventing glare, but it's also more forgiving of [hinge] changes over time.

We really worked on the torque profile very heavily, and that means changing a lot of the mechanical properties of the hinge to have it feel solid, like a high-end automobile's car door, when you shut it. That was design intent, so people would have a feeling like, 'Oh, it's okay. This is well crafted, and it's safe for me to use and not worry about it.'

You know, really, honestly, I do. I'm very impressed.

And part of it goes back to, when we launched the stores, Tim and Deirdre were involved on the operations side. I tell a story in the book where Steve said, you know, "What are the ten things you need to do well?" And one of those was inventory...inventory management. Well, Deirdre kind of led the team that managed the inventory. And so she was involved with the stores before we opened our first one.

And so when the stores got back to her leadership, I think there was a little a difficult period after I left, it took a little while, but now I think the stores are really fulfilling, fabulously well, the initial mission and vision we had for the stores. You know, so I'm really impressed.

You know, I was the first retailer at Apple. And I built the initial team and, we relied a lot on other Apple departments, but fundamentally, I think Tim felt that he's got to find a retail leader to run the stores, right?

And so he started out with an operations leader, but obviously that led to a pretty quick change, because the stores were never about, sure, it's important how you operate, but it's really about a culture of love and connection, and you've got to have someone who will embrace that, right?

And then you went to Angela, who was a highly respected retail leader. But I think after Angela left, which was nearing the 20th anniversary of the stores, he kind of concluded, I think, that maybe an internal person who really understands Apple could be a great leader of the stores.

She's been there from the beginning, so I think Tim made the decision to really make sure the stores were highly integrated, connected with Apple as a company. Because it's pretty easy for them to be on their own doing their own thing. But once you bring in someone like Deirdre, who has managed the People teams, has managed at Apple, has managed a lot of the operations teams at Apple, you'll get a different level of connectivity to Apple itself.

And I think that was probably one of the big strengths Deirdre brought to the retail stores, was her knowledge of Apple headquarters. And she was able to, as an example, bring in a lot of talented people to retail who came out of other parts of Apple. Whereas before that, you'd hire, like, Angela probably hires someone from the outside that she worked with in retail.

What a great opportunity when this new, supposedly foldable phone comes out. Now, I think the stores will be more crowded during September and October. They'll be more crowded than in years. Because, remember, one to two billion people that are on iPhones, that use them every day.

And even if you're not going to buy the new one, you want to go see it, right? Because it is a major new form factor that would change your experience of using it. So I think that's what the stores were built for, is to help launch new products and I expect the stores to be incredibly busy.

Everyone knows what a notebook feels like in the pocket and what it feels like to carry around. So that was a big part of the inspiration: 'How do you get to something that gives you space but also feels compact?'"

It was really important to us from the beginning that iPhone Duo feels like one cohesive experience, not two different products awkwardly fused together.

There are so many things the developers will come up with that we've never anticipated. Some of those will become big ideas that take over the industry and change the product in interesting ways.

AirPods and Apple Watch Launch Day

• What's the deal? Get launch deals on AirPods 5 and Apple Watch Series 12


• Where can I get it? Amazon


• Where can I find the original deal? Right here

iPhone 18 Pro

• What's the deal? Get launch deals on iPhone 18 Pro and iPhone 18 Pro Max


• Where can I get it? AT&T and Verizon


• Where can I find the original deal? Right here

iPhone 18 Pro Accessories

• What's the deal? Save on color-matched accessories for your iPhone 18 Pro


• Where can I get it? Anker and Satechi

Mac Mini and Mac Studio Pre-Orders

• What's the deal? Take up to $49 off Mac mini and Mac Studio pre-orders


• Where can I get it? Amazon


• Where can I find the original deal? Right here

iPhone 18 Pro: Using the New Camera Features

• Variable Aperture Explained: What It Does and How to Use It


• Pro Controls: How to Adjust White Balance


• Pro Controls: How to Adjust Shutter Speed


• Pro Controls: How to Use the Live Histogram


• How to Apply Cinematic Effects to 60fps Video


• How to Shoot Time-Lapse Video in 4K and Dolby Vision HDR


• How to Use the New Texture Controls in Photographic Styles


• How to Customize Camera App Controls


• Apple Reference Image: What It Does and How to Use It

New iPhone Adopters

• Dynamic Island Explained: What It Does and How to Use It


• iPhone Camera Control: Everything You Need to Know


• Action Button: What It Does and How to Customize It


• How to Disable Adaptive Power Mode


• Tint App Icons to Match Your New iPhone 18 Pro Color


• How to Hard Reset or Force Restart iPhone 18 Pro

iOS 27

• 50 New Things Your iPhone Can Do in iOS 27


• iOS 27: The Ultimate Mega Guide


• iOS 27 Brings These Five New Features to Your iPhone Lock Screen


• iOS 27: Use Visual Intelligence in the Camera App


• iOS 27: Set a Custom EQ for Your AirPods


• iOS 27 Finally Unlinks Alarm Volume From Your iPhone Ringer


• iOS 27: Tone Down Liquid Glass Transparency


• iOS 27 Lets You Hide the Messages Button Everyone Hits by Mistake


• iOS 27: Access the New iPhone Recovery Screen


• iOS 27: Find My App Lets You Hide Location From Others Temporarily


• iOS 27 Features You Can't Use in the EU


• iOS 27: Seven New CarPlay Features You'll Actually Notice


• iOS 27 Finally Lets You Dismiss the 'Now Playing' Lock Screen Widget


• Moof! Apple Snuck a Dogcow Into iOS 27 - Here's How to Find It

Forgot to Pre-Order?

• What Upgrading to iPhone 18 Pro From iPhone 17 Pro Gets You