I saw Apple’s Designed By Apple In California ad on TV yesterday.
When you have to explain your design philosophy to people, when you have to explain to them that your products are special because of how they make people feel, when you have to explain to people what they’re supposed to feel, instead of just letting people experience that feeling, then chances are something’s not going right.
I remember my first iPhone. Using it evoked a feeling of almost childish delight at discovering all its fantastic secrets. It’s going to be hard for Apple to continue to create products that convey that feeling. It’s going to be really, really hard.
People don’t care about Apple’s design philosophy, they just want great products that work and made them feel good. I don’t think this ad is going to help Apple win back its culture status. In fact, it might contribute to just the opposite.
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