Apple is making engineering cool. Figuratively and literally.
From this month’s Apple Event, company reps invoked “vapor chamber” and “thermal” a whopping 13 times. Additionally, both the iPhone Duo and iPhone 18 Pro press releases echoed these very specific technical terms roughly a dozen more times. It’s all over the respective product pages, too. And this isn’t the usual ‘our new chip is X% faster’ sort of technical talk. Apple really dove deep into the thermal weeds with silicon dies, surface area, deionized water, and “nanotwined copper material” (what?) — explicitly describing engineering innovations in support of the performance and experience the products will deliver.
It’s a far cry from Steve Jobs’ no “speeds and feeds” marketing era. But I’m down with Apple pitching their engineering chops … as competitors chase their vapor chamber trail.
While late to the foldable party, the Duo looks like both a hardware and software engineering marvel. Tho it’s not for me. But I sure wish Apple would bring the landscape homescreen of the former Plus models to the Pro or Pro Max line and also integrate pencil support… as they have for the Duo. That would have motivated a purchase/upgrade. I’m hanging tight with my current daily drivers.
Dave’s back!