Adam Kos How do you like Apple's current products after their looks? One of the most controversial products of recent times was not only the new 14 and 16" MacBook Pros, but also the Apple Watch Ultra. But do you know who is responsible for their design?
Jony Ive moved to his own design company at the end of November 2019. Since then, however, Apple has had no one to call Senior Vice President of Product Design. Just look at company management pages. All the familiar faces are here, but none that are solely responsible for one thing and that is the form of current and upcoming products. And that's a problem.
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This is a problem because if each division wears its own jersey, the experience of using an Apple device can be inconsistent. But it is quite possible that there is only one team working on everything, which is responsible for each product line to someone else. That's not good either, because everyone may want to do something differently than the other. And then here we have that schizophrenia, for example in colors, when I have X green, X white, X gold, which usually have the same name, but look completely different (or have different names, but look the same).
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Whether he did Ive good for his person we cannot judge. But it's clear that Apple lost a big personality with him. Remember those videos in which he presented the excellence of the company's products? And do you know where they end? Now Apple doesn't do anything like that anymore, because they focus only on ordinary and effective ads, not telling about the work Jony put into finding ideal materials and miniaturizing individual components.
The fact that Apple's specific design language is disappearing is due to several factors. Others are leading the company in this regard, including the young London company Nothing. Although it has only one smartphone and three TWS headphones in its portfolio, it has been characterized by transparency from the very beginning, including in the area of design.
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If such a pleasant and successful design is copied by a Chinese company, we probably won't be surprised. But Apple is going to soon introduce Beats Studio Buds+, which will offer the body shape known for Beats, but they will also have transparent plastic so that you can see into the insides of the headphones. So the obvious question that comes to mind here is: "Does Apple need this?"
Sure, it's Beats, which many people might not associate with Apple, but for us it's a clear signal to think that Apple has run out of ideas. He already had enough with MacBooks, where he threw away the new sharply cut chassis and returned to the one from the years until 2015, his iPhones still look the same, only their photo modules are getting bigger, and there is probably no need to talk too much about the hybrid in the form of the 10th generation iPad.
All that remains to be said is that Apple lacks the face of design, and that the hole left by Ivo is still unsealed, and it's definitely a shame. The company that used to set the direction of design is now just treading water and doesn't know which direction to go. And that is exactly what the face would clearly determine.
