I am trying, I am trying to finish watching the Apple September Event Keynote.
But just allow me to express how much I feel disappointed by Apple this time.
I still remember when I wrote my last blog about Apple at WWDC, I was so excited about iOS 7. The interface is slick, the logic of how the UI being animated is rather fancy but reasonable. Despite the pull up menu for switching on and off wi-fi looks really similar to Android, the smooth browsing of Safari and the categorising in Photos were really smart.
And, as I was watching the new event keynote, I realise the down side of iOS 7: it has more than one ring tone.
Why am I disappointed by this?
Because once upon a time, iPhones have such a unified ring tone, that when it rings, everyone knows it is iPhone, and all those pretentious people will start looking into their pockets, ‘Oh, it’s me.’
(gangster tone)You know what I’m saying?
But but but, now, iOS 7 has futuristic yet multiple ring tone for you to choose. Actually, when you make something unique to a person, what you are losing for your product is the privilege that Apple product used to represent.
Apple was an identity, an obvious identity, when it rings, everybody understands.
Now comes to the phone bit, yes, I made it, I am still watching the event video.
iPhone 5C…I think Nokia had better comment that me on its Twitter.
I understand Apple is trying to get down to earth a bit to reach a bigger mass market. From the colourful design, but not much of technical improvement on the phone, I think Apple is trying to get kids’ attention. So they choose to make the grown-ups not feeling special and privileged anymore.
The price of iPhone 5C wasn’t down-graded that much, with £469 16GB in the UK. What is Apple trying to do? Selling expensive toy? With only 5 colours?
And the iPhone 5S, oh my god, Gold.
(gangster again) I am not digging this, babe.
Well, I have to admit, using finger print recognition is quite cool. It is not that edgy because this is not brand new technology, but it’s cool to make your iPhone 5S only belongs to you. But I guess there will be a lot of couple fights about this coming up.
‘Why you lock it with your finger print, huh? You got big secrets?!’
What I want to say about the hardware of the new iPhone, is that, when you try to provide more options to people, you are in fact, providing less diversity. And when you try to let more people to be able to use this advanced device, you are making it less unique, or it loses certain identity.
Let say Apple was a representation of Artistic, but Technology-Intensive, Elite, and Capable. What I used to say about Apple is their simple shaped device with only 2 colours in iPhone 4, it is actually giving the most maximised ability for the users to turn their phone into the way they want.
Black and White are two basic background colours, and they allowed so much changes to be made by the users themselves. But with more colours, how many colours does Apple thought they can make to satisfy their customers? Do you really think giving them 5 colours is better than giving them a blank paper and they draw what they want on it?
And for the iPhone 5S, I am just not a fan of Gold. It is not elite anymore, gold colour make things vulgar.
Nevertheless, Apple is actually telling people how their phone is being manufactured. Let me put it this way, Jobs is a sovereign, he was so tough and strong, he brought out things in the simplest way, no matter you like it or not.
But this nose-up attitude in Apple is changing, it is now looking down to the people, and trying to give as much as they can.
Is this a good sign? All I can say is Apple will gain bigger market share by doing this, just to compete with Android, Windows, Nokia, Samsung, or anything else. But what Apple lost, is the kind of stiff but tough, smart image. I personally think, Branding is more important than market share, if you have a positioning of yourself, you should stick with it. Then you will see there’s a group of die-hard fans always be there.
However, if you want more money, there’s always money in the market. And I just feel that we are heading back to the time when Nokia wasn’t the best choice no matter how many colours they have for the newest prototype. Despite Apple is giving out more verities, it is a good sign for the market in fact, that competitions are back in the place.
Yet still, consumers are the ones who suffer from this. As the platforms of iOS, Android and Windows are not compatible, and Apple is not dominant anymore, users might have difficulties transferring information from one place to another.
That’s how technologies and UX moving back and forth. Identities come and go in a short time. This is the time when people lose themselves so easily.