According to multiple reports, Apple wants the future iPhone 20 Pro to become an almost flawless smartphone in terms of design - with no notch, no punch-hole and no visible cutouts on the display.

The entire front surface would function as one seamless screen, creating the impression that content is floating above the device rather than being confined by bezels or camera modules.

That would mark a major milestone in the evolution of iPhone design.

However, Apple is not expected to wait until 2027 to begin the transformation.

The company is reportedly preparing to launch the transition with the iPhone 18 Pro later this year.

Smaller Dynamic Island could become the standout feature

Apple’s first step is believed to involve placing the Face ID system beneath the display on the iPhone 18 Pro.

If development and supply chain plans proceed smoothly, the new model could feature a significantly smaller Dynamic Island compared to the iPhone 17 Pro and earlier generations.

Interestingly, this appears to be the upgrade users want most.

In a recent survey about the iPhone 18 Pro and its potential improvements, the most popular choice was a smaller Dynamic Island.

More than 28% of respondents said this would be the feature that makes the device stand out most.

The result suggests users still strongly value a more immersive full-screen viewing experience, even though Apple has successfully turned Dynamic Island into one of the iPhone’s signature design elements.

However, Apple’s plans are not yet guaranteed.

Some reports suggest current under-display Face ID prototypes still suffer from slow responsiveness and performance issues that do not meet Apple’s strict standards.

That means the technology could still face delays.

Camera and power-efficient display remain priorities

Alongside the design changes, the camera system remains one of the biggest priorities for users.

Around 24% of survey participants said upgraded camera features would be the main reason to choose the iPhone 18 Pro.

That is unsurprising given Apple’s long-standing focus on camera performance as a key selling point of the Pro lineup.

Recent leaks suggest the iPhone 18 Pro could bring major improvements to low-light photography, optical zoom and AI-powered video processing.

More energy-efficient display technology also attracted strong interest.

More than 22% of users surveyed said improved power-saving display technology would make the iPhone 18 Pro more appealing this year.

If accurate, Apple may be aiming to extend battery life without significantly increasing battery size - a strategy that aligns with the broader trend toward thinner and lighter smartphones.

Apple’s AI ambitions begin to draw attention

Another notable finding was that nearly 14% of respondents believe new AI features will help the iPhone 18 Pro stand out.

The figure suggests artificial intelligence is gradually becoming an important factor for consumers choosing premium smartphones.

Apple is reportedly preparing to introduce more next-generation AI features in order to compete with Android rivals such as Google and Samsung, which have accelerated their AI development efforts.

Even so, Apple still faces significant challenges.

The company’s current AI features have yet to generate the level of excitement many expected, particularly when compared with the rapid expansion of AI ecosystems from competitors.

Meanwhile, only around 11% of users said faster performance would be the iPhone 18 Pro’s key advantage.

The relatively low figure reflects the growing perception that current iPhone performance already exceeds the needs of most everyday users.

Apple moves closer to a true all-screen iPhone

One trend becoming increasingly clear across the premium smartphone market is the ambition to eliminate all visible screen cutouts entirely.

For years, technology companies have worked to reduce selfie cameras, sensors and bezels in order to create a more seamless display experience.

Apple was widely criticised for keeping the notch design for too long, but the company now appears ready to make a major leap forward.

The strong support for a smaller Dynamic Island shows that users still want a truly full-screen smartphone.

And if Apple succeeds in fully perfecting under-display Face ID technology over the next few years, the iPhone 20 Pro could become one of the company’s biggest design revolutions since the iPhone X.

For now, the iPhone 18 Pro may only represent a transitional step.

But sometimes, small changes become the earliest signals of a much larger transformation across the smartphone industry.

Hai Phong