In an article written for the Guardian newspaper,
Ken Segall, a former Apple employee and marketing guru who originated
of the name "iMac" and the iconic "Think different" campaign, believes that Apple
begins to lose its heritage of simplicity in the nomination of its
products, but also in their design.
He attributes this loss of simplicity to a change of direction (but not
only), Tim Cook is a different man from Steve Jobs, with his strengths and
its weaknesses, but also to the fact that user needs are evolving,
and Apple must respond to these needs with new products and
different variants offered (for example the Apple Watch).
Ken Segall is quite critical of the nomination of the iPhone and in particular
the S models (which had started in the era of Steve Jobs), which gives
the impression that the new features added to these models are small
innovations, although this is not necessarily the case, for example 3D Touch
of the iPhone 6s or the Touch ID introduced with the iPhone 5s.
Finally, he talks about the marketing part of Apple. Originally, the team
Apple's marketing didn't countonly a few peopleet
was working in startup mode, now there are several teams that are
incompetition against each otherto produce
new campaigns which are not necessarily in line with the simplicity of
Apple's first campaigns.
i-nfo.fr - Official iPhon.fr app
By : Keleops AG
Deputy editor-in-chief, also known under the pseudonym Teza. Former video games journalist, who has been immersed in technology and Apple products since his very first iPhone 3GS in 2009. He has since worked for several American tech sites and now for iPhon.fr. Incidentally YouTuber and Apple product specialist on the MobileAddict channel. To contact me: maxime[a]iphon.fr
