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.

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“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.

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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.

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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.