Maybe I should change the title to ‘…Disaster That Wasn’t.’ Apple software honcho Craig Federighi attempted to demonstrate Apple’s new Face ID facial recognition technology while opening an iPhone X during the product’s launch presentation.
Things did not go well and that set the interwebs into a viral moment. That’s how things work these days. Say the wrong word, do something that seems wrong even if it’s right, and the folks monitoring the interwebs go crazy.
Apple’s disaster that was wasn’t really a disaster.
Federighi is Apple’s on-stage hunk who oversees the company’s software. He was tasked with demonstrating the new Face ID feature on iPhone X. To show off the feature, Federighi said, “Unlocking it is as easy as looking at it and swiping up. And– you now…”
That’s where everything went wrong. A ruffled Federighi said, “Let’s try that again.” Why? The swipe didn’t open the iPhone’s screen. “Ho ho ho! Let’s go to backup here.”
The iPhone X backup worked perfectly and all was well throughout the rest of the demonstration, including the much ballyhooed Face ID facial recognition system.
What happened? Why didn’t the first iPhone X work as expected? Well, it did.
Now, the headlines much of yesterday and today will say Apple failed, iPhone X failed, blah, blah, blah. Except the iPhone X did exactly as it was expected to do considering the state it was in. That particular iPhone X wasn’t set up as it should have been, and Federighi was sufficiently rattled that he didn’t back up one more time, enter the password to allow access to Face ID properly, so he could demonstration the functions.
As any good present would and should do, he moved quickly to the backup iPhone X.
What Federighi saw and what every iPhone user already knows is this– a password must be entered whenever an iPhone is restarted. That’s the screen you get, so Face ID would work only after the password was entered. Touch ID, which is almost flawless these days– to the point of being too fast at times– works the same way.
If the iPhone has been restarted or turned off or, if I’m not mistaken, unused for x-amount of time, the password is a requirement. Always. Now, maybe an Apple staffer restarted the iPhone just before the presentation. Maybe the iPhone X burped and restarted itself (it happens). It doesn’t matter because iPhone X did, in that unfortunate incident with terrible timing, exactly what it was supposed to do.
Ask for the password.
My prediction for iPhone X?
Apple will not be able to keep up with demand, thanks to Face ID, and perhaps more importantly how Face ID meshes with animated emojis in Messages. That’s exactly the kind of cool Apple excels at and this feature will sell plenty of iPhones.
I’m already in line in my mind.