--- description: It's on the iPhone 6s and iPhone 6s Plus title: This Is Tim Cook's Favorite New iPhone Feature image: https://static.time.com/v3/assets/bltea6093859af6183b/blt1e9e70f44e802398/698862d1cf40a8d90ec3f9b1/2015-09-09t183256z_2084868902_tb3eb991.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Tech](/tag/time-section-tech/) ## Tech Update your preferences in [Account Settings](/account/preferences/) Close # This Is Tim Cook's Favorite New iPhone Feature  by [Alex Fitzpatrick](/author/alex-fitzpatrick/)  ## Alex Fitzpatrick Update your preferences in [Account Settings](/account/preferences/) Close Sep 15, 2015 2:50 PM CUT  Apple CEO Tim Cook introduces the iPhone 6s and iPhone 6sPlus during an Apple media event in San Francisco, on Sept. 9, 2015. Apple CEO Tim Cook introduces the iPhone 6s and iPhone 6sPlus during an Apple media event in San Francisco, on Sept. 9, 2015.Beck Diefenbach—Reuters  by [Alex Fitzpatrick](/author/alex-fitzpatrick/)  ## Alex Fitzpatrick Update your preferences in [Account Settings](/account/preferences/) Close Sep 15, 2015 2:50 PM CUT Apple’s new iPhone 6s and 6s Plus have a number of new features, including a better camera and improved internal specs. But what really excites Apple CEO Tim Cook is a new way of interacting with the phones called “3D Touch.” “I personally think 3D Touch is a game changer,” Cook told BuzzFeed in an [interview](http://www.buzzfeed.com/johnpaczkowski/twenty-minutes-with-tim-cook#.sylR0DpdX "undefined") published Tuesday. “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.” With 3D Touch, the iPhone 6s can tell the difference between a light tap and a hard press on the screen. That opens up new interface possibilities in apps. When reading email, for instance, you can lightly press a subject line to preview the whole message, then release your finger to go back to your inbox. It’s a feature already found on the Apple Watch, but there it’s called “Force Touch.” Read the rest of the Cook interview at [BuzzFeed](http://www.buzzfeed.com/johnpaczkowski/twenty-minutes-with-tim-cook#.sylR0DpdX "undefined"). ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4034732/iphone-6s-apple-tim-cook/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4034732/iphone-6s-apple-tim-cook/"},"headline":"This Is Tim Cook's Favorite New iPhone Feature","datePublished":"2015-09-15T14:50:53.000Z","dateModified":"2026-04-13T08:06:36.742Z","description":"It's on the iPhone 6s and iPhone 6s Plus","url":"https://time.com/4034732/iphone-6s-apple-tim-cook/","keywords":["Tech","Apple","iPhone","pubdesk"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt1e9e70f44e802398/698862d1cf40a8d90ec3f9b1/2015-09-09t183256z_2084868902_tb3eb991.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Alex Fitzpatrick","jobTitle":null,"url":"https://time.com/author/alex-fitzpatrick/"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt1e9e70f44e802398/698862d1cf40a8d90ec3f9b1/2015-09-09t183256z_2084868902_tb3eb991.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Apple CEO Tim Cook introduces the iPhone 6s and iPhone 6sPlus during an Apple media event in San Francisco, California","caption":"Apple CEO Tim Cook introduces the iPhone 6s and iPhone 6sPlus during an Apple media event in San Francisco, California","creditText":"Beck Diefenbach—Reuters","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/time-section-tech/","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4034732/iphone-6s-apple-tim-cook/","name":"This Is Tim Cook's Favorite New iPhone Feature"}}]}] ```