For the years of effort, 3D Touch will be judged a success only when its existence fades completely into a user’s subconscious. It takes about four minutes.

“We’ve never released a feature to make a date,” says Ive. They also don’t hold features back. Things are ready when they’re ready, and this season is swollen with new ideas.

There’s a tax that comes with interoperability and what can be seen as complexity, which is it can actually be an impediment to innovation.

It also means that every few years it has to bet its future on the instincts of a few people with strong opinions about how things should work. Ive would rather be sentenced to life with a flip phone than subject his designs to focus groups, so when the company makes a change like 3D Touch, its business plan, basically, is to trust that he and his team are right.