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This will cut about half a millimeter of screen thickness from the iPhone's current 9.3-millimeter thick display

It seems "the thinner, the better" is the latest trend for smartphones and tablets, and now, Apple is applying this rule to its next-generation iPhone by giving it a thinner screen.
According to sources close to the matter, Apple's screen for its next iPhone will use in-cell technology developed by Sharp Corp., LG Display Co., and Japan Display Inc. In-cell technology means that touch sensors are placed within the LCD, eliminating the extra touchscreen layer that usually accompanies the LCD. This will cut about half a millimeter of screen thickness from the iPhone's current 9.3-millimeter thick total frame.
There's a good and a bad side to this type of technology. The good news is that Apple can cuts costs by eliminating that extra layer, which would have needed to come from another supplier. Also, a thinner screen means more room elsewhere on the device, like for a larger battery. 
The bad news, however, is that these types of screens are difficult for suppliers to make. They're also very time consuming, meaning mass-producing them by certain deadlines could potentially be an issue. 
Other little news bits have been trickling out regarding new iPhone features, such as the larger 4-inch screen and the centered placement of the FaceTime camera. 
Apple's next-generation iPhone will be released sometime this fall.

Source: The Wall Street Journal

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Well, Apple isn't the first one
By Xajel on 7/17/2012 2:41:51 PM , Rating: 3
There's other companiese started using this method, from LCD panel side Sony started the trend with some of thier Xperia models, from AMOLED pane side; Samsung did it using thier SAMOLED panels... but as usual when Apple uses a technology every one start making the thing better and bigger !!

RE: Well, Apple isn't the first one
By aharris02 on 7/17/2012 3:45:29 PM , Rating: 2
The reason is pretty clear.

There's a very large segment of the population that doesn't give much of a damn about specs. They want things to work, and they want each iteration they buy to be significantly better than the last.

The only people who know anything about the specs you mentioned are spec-nerds (for the record, that's not a diss). Apple manages to get the attention of a much larger market by not focusing on the specs, so of course when they make a change, their generally-I-could-care-less customer base takes notice.

RE: Well, Apple isn't the first one
By Belard on 7/17/2012 4:34:47 PM , Rating: 1
Most people do not have the time in their lives to play with their gadgets. They want the phone to work, the internet to work.

Yeah, I'm techie... but I do want me stuff to work. I don't want to dick around with it. I'm past over-clocking, I want and need my computers to live for 4+ years.

I still went Android for a phone because of the flexibility... I run a WP7 Launcher on it. :) I went iPad for a tablet because of battery life, stability and easy of use. My desktop is Windows7. Win8 is not going to do much of anything to help MS.

My next phone = Android.
My next tablet = iPad4 or Android (90% it will be an iPad4 / I don't like 16:9 screens).
My next PC = Windows7 > Linux (2~4 years from now).

RE: Well, Apple isn't the first one
By Natch on 7/18/2012 8:04:26 AM , Rating: 2
In reality:

Apple fans have no idea what all this new stuff is, but they're excited about it.

Apple haters have no idea what all this new stuff is, and still hate the iPhone.

Nothing new here!

"If a man really wants to make a million dollars, the best way would be to start his own religion." -- Scientology founder L. Ron. Hubbard

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