Apple’s next iPhone will be powered by the new iOS 7 interface styled by
Jony Ive, but fewer people will see it if it doesn’t come with a similarly
restyled iPhone 6. The tech industry is abuzz with what Ive, the longtime Apple
hardware designer who crafted the the iPhone 5 among all of the company’s other
gadgets over the past decade-plus, will do now that he’s been placed in charge
of designing the software interfaces of those devices for the first time. But if
that new iOS 7 interface arrives on the same old looking hardware a la the
iPhone 5S, plenty of customers will opt to skip it until the iPhone 6 does
arrive.
An iPhone 6 will vastly outsell an iPhone 5S based on changed outer styling
alone, thanks to the shallowness of consumers who are just as likely to make a
smartphone buying decision on being “tired” of a certain look that’s been around
for a year, which often has them making vital smartphone purchases based on the
same superficial criteria as they’d use when buying a new outfit. The iPhone 5S
can arrive with all the improved specs and features that an iPhone 6 would have
offered, along with bigger screen sizes, better cameras, faster everything,
totally redesigned on-screen interface and it still won’t matter. An iPhone 5S
will sell well, and set sales records (we saw that already with the iPhone 4S),
but it won’t give Apple the unquestionably dominant position in smartphones
which it wants. Only an iPhone 6, both because its name suggests newness and
because its changed outer styling wreaks of freshness, can connect on that
level.
So while Ive continues to work on his iOS 7 system software which
fundamentally changes the nature of the iPhone experience in a way Apple has
never before attempted, he might want to ping his boss with the idea of
bypassing the iPhone 5S and moving directly to whatever he’s designed to be the
iPhone 6. His former boss once said that real artists ship, and his artistry
will be seen be far more people if it ships on restyled hardware.
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