Apple's design team is reportedly moving in a new direction after a period of uncertainty following Jony Ive's departure.

AT&T is offering the iPhone 17 Pro for as low as $0.00/mo. Pre-order the new Pro to enjoy its enhanced design and display. Customers can get this deal by trading in an eligible iPhone, regardless of its condition, when they select a suitable plan. This offer applies to both new and existing AT&T customers.

AT&T also has deals on the iPhone 17 Pro Max for $2.78/mo. Customers who trade in an eligible iPhone, start a new line, or upgrade an existing AT&T plan can get a significant discount on the iPhone 17 Pro Max. This brings the monthly cost down from $33.34, saving customers up to $1,100 through bill credits over 36 months.

This change reflects a major shift for Apple, as the company moves away from prioritizing thinness and minimalism, which sometimes sacrificed functionality. The new philosophy, echoing Steve Jobs, emphasizes how a product works, not just how it looks.

Recent iPhones, except for the iPhone Air, are now slightly thicker to accommodate better cameras and larger batteries. This change signals that Apple acknowledges the importance of performance for its users.

This shift is a positive development. Apple's return to focusing on the fundamentals seems like a necessary adjustment, allowing designers to create products that better serve users. The focus is now on creating more durable, functional, and reliable Apple products.

Jony Ive's return to consumer tech with OpenAI could rival the iPhone, and the OpenAI deal should be a wake-up call for Apple.

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