Design. Is Apple losing focus on one of it’s most essential unique strengths?
For a big test we did for Belgian Cowboys recently some members on the editorial team including myself switched from iOS to Android for a while. Not just to see if we liked it or not but also to find out if that switch was so hard as we expected it to be. “What about all those apps I bought? Why start all over again? Will it be as easy to use as what I’m used to now?” A whole series of questions which I presume most of us will recognize come to mind when thinking of such a switch.
Since this article isn’t about that switch I can tell you quickly that that test went really well. I’m currently switching between the HTC One and the HTC One Mini for another test and I don’t miss my iPhone for a second. Actually I find it better on many levels. That made me wonder about a few things.
How come for instance that I find the notifications in Android really useful whereas I don’t even look at them on my iPhone? The set-up is kind of the same so why is that? Looking at both from a basic UI design point of view they are very similar indeed. It’s a drop down menu you pull from the top of your screen with several notifications pointing to apps that need your attention for whatever reason. On Android I will open that screen and either swipe the notifications away or take action. On iPhone I open that view once every month or so to delete these notifications, app by app.
Another example is the on-screen keyboard. On Android I’m using Swype, probably the most productive add-on for a touch screen devices in a long time. Whenever I need to use my iPhone or iPad again I cannot help but be annoyed by the fact that I have to type in the ‘traditional’ way. And that’s not even mentioning the re-design of iOS7.
So how come that on many levels the Android platform is outperforming iOS, whether it’s thanks to core Android development or because of the opportunity to personalise it with technology created by its eco-system? I’m thinking that Apple has actually forgot about the essence of design, a vision it shared openly and that many are taking as an example.
“Design is not just what it looks like and feels like. Design is how it works” – Steve Jobs
When you think of that and the examples I mentioned before (and there are more) you can only come to the conclusion that the focus of Apple lately was on design as in ‘what it looks like’ and that Google has taken the lead on design as in ‘how it works’. In the last 12-18 months, Google and its eco-system have upgraded the better user experience, Apple has overhauled look & feel. And that’s a pity. Not just because it makes the iPhone a less interesting device but it’s a sign of Apple forgetting about it’s own very essence.
When Lee Clow speaks, you listen. The man renown for his work on Apple and Absolut at TBWA/Chiat/Day talked about his thoughts on agency compensation a few weeks ago in a video for an event organized by the 4A’s.
In the video he talks about how good creative ideas can be very valuable brand assets and that other than in most creative industries (media, artists, …) you don’t get paid for the value of what you create:
“Unfortunately, in our business, we get paid like we’re doing our clients’ laundry. We haven’t figured out that the ideas that we create can become a very powerful asset to the brands we work for. Many of the ideas — whether they be slogans or advertising forms and styles or a voice that we create for brands — could be listed on the balance sheet of our clients as an asset with millions and millions of dollars in value.”
I think he’s right to the point that the power of good creativity gets undervalued. Good creative and good results go hand in hand and therefore it’s important for businesses to realize that it’s not something you can commoditize, like Mr. Clow mentions in the video. We should – together with our clients – work out different ways of valuing ideas though:
“We’re supposed to be a creative business, but I think we have been probably the least creative industry in the history of the world in terms of figuring out how to get paid.”
With businesses under pressure due to the ongoing crisis there seems to be an always bigger focus on the end (marketing) product – what you see is what you get. The time or talent needed to make the best creative possible are often ‘invisible’ to clients which results in what Mr. Clow talks about in his video.
This also puts pressure on the client – agency relationship, something which doesn’t lead to the best results either as shown by Frank Shuring at the ‘My message in your brain’ conference (NL). His neuroscience research showed that better client – agency relationships directly lead to much better results. Surprised? Not really. Sounds obvious, so now let’s make it happen. And let’s discuss what it is that both sides value most, so we can get out of this crisis together.
I just finished reading Steve Jobs’ biography. It took me a while to read it but I’m happy I bought it. I wasn’t all that sure in advance, and not because I used to work at Microsoft once, but because I just didn’t want to read a book about how great everything at Apple really is thanks to the genius etc etc.
It’s not at all like that. The book manages to give a very real – at least it feels that way – image of Steve Jobs and very human, much more human than how your regular fanboy will be talking about him. And that made it interesting. You get a better idea of how he really was, about the things that made him great, about the people that have been his mentor, about how he often wasn’t really such a nice person, about the genius, …
I made quite a few notes while reading the book, notes about things and ideas that I recognized or that I should look into a bit more. One of those things was the Apple Marketing Philosophy that was written down by Mike Markkula. Short but crystal clear.
Empathy – that intimate connection with the feelings of the consumer to truly understand their needs better than any other company
Focus – eliminate all of the unimportant opportunities in order to do the best job possible
Impute – a company should convey its values in everything it does, from packaging to marketing because ‘people do judge a book by its cover’
You should read the book. Seriously. Not because you want to find out what an epic genius Steve was or anything like that – but because just like Steve you should steal from the best, see things with new eyes, work hard to make them different and don’t stop until they’re perfect. Respect.
“Apple issued a cease and desist letter to Newsday regarding their iPad app commercial. The commercial essentially showed how the iPad can’t completely replace newspapers as the screen will shatter when your hit flies with it. Long story short, Apple doesn’t want their iPad’s glass getting shattered as a newspaper app commercial.”
Is that true? Because of this ad?
You have to be kidding. Really Apple, sometimes you can be so small. Small-minded that is.
“We’re pleased to announce that to celebrate LeWeb’08 and Microsoft’s official partnership with the event, we are providing attendees exclusive access to 30GB of free Live Mesh online storage. To claim your 30GB storage on Live Mesh please stop by the Live Mesh booth in the Microsoft zone and register with either myself (James Senior), Angus Logan or Jeff Hansen.
Attendees will also be getting exclusive access to Live Mesh for Windows Mobile and Mac, again stop by the booth for more info.”
Yet another reason to come and see us at the Microsoft booth thanks to the guys from Live Mesh!
“If you upgrade your version of Windows and an application breaks, it’s Microsoft’s fault. If you upgrade your version of OS X and your application breaks, it’s the ISV’s fault. If you upgrade your version of Linux and your application breaks, well, that’s your own damn fault.”
You got to admire it when a man can make a bit of fun of himself, don’t you think? You might have seen it already as it has been all around the web, but here’s a little video of Bill Gates’ last day as showed during his CES keynote this weekend in Vegas. Especially the work-out scenes were hilarious (at least that’s what I found).