This short clip showing Steve Jobs introduce the iPod is a pure joy to re-watch. It is 9m 11sec of presentation mastery. The way he set the stage, draw attention to pain points, show the “solution” is perfect. This is how you do it. This clip should go in tech and marketing history books.
Now, let’s try to imagine how he would do it for the introduction of the first Apple Silicon Mac in a few weeks.
The more I read comments on Twitter about the iPhone 12, the more I’m happy to skip this upgrade cycle: wireless network performance (spotty), battery life (highly hit by 5G usage), finger prints magnet (Pro edges), mildly controversial colours (not as unanimous as last year’s colours), weak cameras upgrade (from the 11 Pro), MagSafe design and performance (too weak magnets). I’ll be waiting for the iPhone 13 patiently.
_“Enduring design doesn’t need constant reinterpretation. It needs tweaking, polishing, and subtle improvement” _— Om Malik
Great take by Om Malik on the the significance of timeless design in “Why great design is timeless”. As I wrote in my previous post, to me, the iPhone 5 was the best Apple design before the iPhone 12. Om Malik refers to the iPhone 4 as being an example of timeless design that was later only tweaked, refined and polished in following iPhone iterations. I find it a bit surprising as the iPhone 4 metallic edges never really came back after the iPhone 4S.
Looking back at the iPhone design genealogy, we can infer six major groups of iPhone design language: the original iPhone up to the iPhone 3GS is group #1, the iPhone 4 and 4S is group #2, the iPhone 5, 5S and SE is group #3, the iPhone 6 and 6S is group #4, the group #5 encompasses the iPhone 7 up to the iPhone 11 including the SE 2. Finally, group #6 is the iPhone 12. I expect Apple to iterate within that group for at least another year.
The iterative polishing, refining process of Apple is in full glory since the iPhone 7. The latter is heavily based on the iPhone 5 heritage. The iPhone 12 is heavily inspired by the iPhone 5 era and the group #5 of designs.
If Apple plays their card well, next year’s iPhone could surpass this year’s line up by fixing the Pro glossy edges, removing the notch (it won’t happen), thinner bezels and less controversial colours selection, just to name a few attributes.
In my opinion, this year’s black iPhone 12 is now their best design of all time, surpassing their previously best design, the black iPhone 5. It took them 8 years. I can’t wait to see that in person, for now, this tweet by Brian MacDuff is enough to convince me. Blacks are deep blacks, the edges mat finish is way better than on the Pro models. What could come next to beat this? A notch-less design. Maybe next year or in 8 years. Who knows. Picture from Mr. MacDuff.
For as far that I can remember, I won’t go to an Apple Store to see the new iPhone this year. Thank’s to… well.. you know, it’s 2020. Twitter threads like this one I’m sure is not doing justice to the look and feel of these new devices.
I recently got this notification on my iPhone. I didn’t know the exposure feature would keep the user informed about its “behind-the-scene” work. Interesting.
I wonder how Apple will remove that from iOS in a post-pandemic world. Will they keep it and make it usable for other types of highly contagious deceases? My feeling is that they will generalize it and keep there.
I don’t remember seeing Apple posting photos of behind-the-scenes workers working at distribution centers to make it all possible and magic for the first day of availability of a new iPhone. It’s an interesting move. We tend to forget how massive the required logistic is needed for these roll outs to happen smoothly, year after year. This year is special, the pandemic is certainly increasing the difficulty level quite a bit for Apple. We’ll see how Apple’s bottom line is affected, later this year.
Is it a question of a few more months before the iPad Pro line distance itself from the 2020 iPad Air. This will put the 2021 iPad Pro in a league of its own. Features like mini-led display, faster A-series processor… but what else? More system memory at 8 GB? Bigger screen? Wifi 6? 5G option? daringfireball.net
The 2020 iPad Air
In a surprising move, Airbnb has a new partnership with Apple’s former designer chief, Jony Ive. As much as I like this guy’s work, something quite surprising struck me: Airbnb doesn’t sell any form of hardware. The last time I check, Jony Ive’s reputation is not about crafting the best user interface designs in the world, far from it. Who remember the switch to iOS 7? I do. Jony Ive was quite instrumental in the design of iOS 7 and it was a disaster. We are still paying the price today. It will be interesting to watch what comes from this partnership. Press release here.
My possible future Mac Pro configuration is taking shape. It all started here btw. Reading carefully the spec sheet, the base configuration sets the memory clock speed at 2666 MHz while the 12 cores CPU configuration is at 2933 MHz. Considering my use case, virtualization with VMware Fusion, I’ll take any non-GPU improvements possible. Speaking of GPU, I’m not sure about the performance difference between the base GPU card, a AMD Radeon Pro 580X, and the more powerful AMD Radeon Pro W5500X. I’ll probably keep the entry-level one saving memory for a bigger SSD. Maybe.
I’m not close yet to make the plunge and I’ll have to wait for November announcements as configuration updates, price changes or something else could greatly affect my buying decision. Stay tuned for update #3.
