The power of design
Welcome to the wedding-free zone…
Two news items yesterday told an interesting story. The Guardian newspaper (and others) reported that, for the first time in many years, the IT company Apple reported higher revenues and profits than Microsoft, thereby bringing to an end an era in which, at first, Apple was thought to be dying and Microsoft was thought to be so dominant that its power eclipsed that of many countries. Now Microsoft is stagnating, while Apple is the company that appears to be unable to do anything wrong in business terms.
Also yesterday, there were reports all over the world of customers queuing in extraordinary numbers to buy the newly released white iPhone 4. In Hong Kong all available supplies had been sold within hours. The extraordinary aspect of this news item is that the white iPhone does absolutely nothing that its non-white counterpart (which has been on sale for nearly a year) cannot do – and yet hordes of people, many of whom already own the iPhone 4, are buying it; and are doing so despite that fact that insiders believe the iPhone 5 will be launched later this year.
In fact, it is likely that many iPhone customers are standing in line not because the handset is technologically superior to what is offered by the competition, but because of its aesthetic appeal. It just looks good. It feels right. And according to this report, some customers believe it makes them appear younger and more attractive. Apparently.
So what’s all this then? Is this the world gone mad, sacrificing substance to superficiality? No, I don’t think so. Design and appearance matter to humans, on the whole. We appreciate art; we are influenced by style and fashion. Commercial design that engages these instincts, as Apple has been so good at showing, triggers something that goes beyond appreciation of technological discovery. When the two are combined, however, the result is powerful. Apple’s rise and rise has been due to the way in which Steve Jobs and his team have understood this and harnessed its potential. It is an interesting story.
I’ll bet that when the in-crowd in Westminster Abbey switch their phones to silent, a majority will be handling iPhones. Oh wait, I wasn’t going to mention that.