Meet Piyush Pratik, the IITian behind iPhone 16's camera innovation
Piyush Pratik, an alumnus of the Indian Institute of Technology (IIT) Delhi, has emerged as a significant figure in Apple's latest product launch. At the 2024 Apple event, Pratik introduced a major feature of the new iPhone 16 series - Camera Control. Currently serving as the Product Manager for iPhone at Apple, his role has gained considerable attention following this launch.
Pratik's journey from IIT Delhi to Apple
Pratik's journey began with a dual degree in Biochemical Engineering & Biotechnology from IIT Delhi. After graduation, he started his career as an associate consultant at Bain & Company before moving to InMobi in 2013 as Global Lead for Product Marketing. Later, he was promoted to the position of Director. In 2017, Pratik decided to pursue an MBA from Stanford Business School and was selected as a Reliance Dhirubhai Scholar with a full scholarship.
Pratik's role at Apple
Upon completing his MBA, Pratik was hired by Apple as a Product Manager. His responsibilities include worldwide product management and marketing for the iPhone. He collaborates with a cross-functional team to define iPhone hardware and software features, working closely with engineering, industrial design, operations, finance, PR, and marketing communications throughout the complete product development cycle. He was also the lead product manager for iPhone 13 series and iPhone SE 2nd-generation.
All about Camera Control button on iPhone 16 series
Apple's recently unveiled iPhone 16 range boasts a new hardware feature: a dedicated "Camera Control" button. The button itself is a capacitive, pressure-sensitive area rather than a traditional physical button. Upon pressing the Camera Control button, a customizable menu appears on the screen. This menu allows users to quickly adjust various camera settings, such as exposure, zoom level, camera mode selection, and stylistic filters. Beyond basic adjustments, the Camera Control button also integrates with Apple's new "Visual Intelligence" feature.
