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Apple Posts iPhone 5 Promotional Video

As is typical for Apple product launch events, the company has posted a video giving a behind-the-scenes look at the development and manufacturing of the iPhone 5. Both Jony Ive and Bob Mansfield make appearances.

By making the screen taller but not wider, you can see more of your content but still comfortably use it with one hand. And yet, even with the larger display, iPhone 5 is the thinnest, lightest iPhone we've ever built.

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28 months ago

Or to put it another way. We cannot hold tolerances tight enough in our manufacturing process, so we rummage around and find two parts that fit together.

They said the iPhone 5 are identical to a few microns because of this process. Do you know how accurate a micron is? This measurement is often used on scientific or medical instruments. I am sure there are other smartphones out there that are identical to a few MILLIMETRES (1000 microns). The iPhone 5 has a tolerance of just 7 microns.

This is by far the most precise piece of electronics Apple has ever built.
Rating: 10 Votes
28 months ago
Rating: 10 Votes
28 months ago
Great video, but did anyone notice the tiny scratches on the chrome Apple logo?

Seems a little odd for apple...
Rating: 8 Votes
28 months ago

worst keynote ever


Sounds like someone spent too much time on MacRumors before the keynote...:D
Rating: 8 Votes
28 months ago
worst keynote ever
Rating: 7 Votes
28 months ago
Wow Jony really looks tanned. Probably just came from a vacation this morning. It shows how much work actually went in designing the iPhone 5. :D
Rating: 7 Votes
28 months ago
Or to put it another way. We cannot hold tolerances tight enough in our manufacturing process, so we rummage around and find two parts that fit together.
Rating: 6 Votes
28 months ago

Great video, but did anyone notice the tiny scratches on the chrome Apple logo?

Seems a little odd for apple...


wtf thats awful

Steve would never have allowed that.

*ducks*
Rating: 5 Votes
28 months ago
A few thoughts I had watching the video.

1. The whole thing seems like a big justification for what is on the surface a fairly minimal redesign. It's very clear they didn't want to change the iPhone 4 design too much (rightfully so), but the video indicates they are a bit sensitive about the other phones on the market now. In my opinion much of the video is unnecessary.

2. As a mechanical engineer, the manufacturing processes used in making this phone are fascinating to me. People think this level of precision just magically happens, but the engineering behind it really is impressive. I would love to see more tidbits about how they manufacture the components. I think Jony implied it but didn't outright state it, but the precision of the phone and quality it oozes is one of the subtle things that people take for granted that make the user experience of using an iPhone better than the rest.

Overall I can't wait to get my hands on mine!
Rating: 5 Votes
28 months ago


This guy is so great. :)
Rating: 5 Votes

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