Cook: 3D Touch a Game Changer

I think 3D Touch is the most important thing that Apple has done for a while, and I think as with all such things we don’t really see it until later. Cook seems to agree: 20 Minutes With Tim Cook – BuzzFeed News:

“But he’s most excited by 3D Touch. ‘I personally think 3D Touch is a game changer,’ he says. ‘I find that my efficiency is way up with 3D touch, because I can go through so many emails so quickly. It really does cut out a number of navigational steps to get where you’re going.’ Even with just a quick demo, it’s easy to see his point. It’s a major new interface feature, one that threatens to upend the way we navigate through our phones, especially once third-party developers begin implementing it in their applications. Apple has engineered the hell out of this 3D Touch to ensure they’ll do just that.

For Cook, 3D Touch is a tentpole feature of not just the iPhone 6s series, but of the iPhone itself and one that shows the company isn’t saving marquee innovations for those ‘tick’ years. ‘As soon as products are ready we’re going to release them,’ Cook explains. ‘There’s no holding back. We’re not going to look at something and say ‘let’s let’s keep that one for next time.’ We’d rather ship everything we’ve got, and put pressure on ourselves to do something even greater next time.’”