[improbable22]

Marco Arment nailed this: https://marco.org/2017/09/18/courage

The iphone had an instantly recognisable silhouette for 10 years: symmetrical forehead & chin, with a big round home button. Going to very thin bezels necessarily throws this trademark away. Making lemonade, as it were, they've chosen to embrace the notch to create a new trademark.

[parzivalm]

To me, what made the iPhone great for so long was more than its look physically. It was the integration between the software and the hardware. Everyone saying that the notch is a new trademark is explaining away the fact that isn't the case anymore.

[macintux]

Thank you, that was the blog post I was looking for in vain when I found Cybart's tweet.