By Hartmut Esslinger
September 10, 2014

As expected, Apple’s upgraded iPhones – finally rounded again for nice touch – and the Apple Watch are meticulously designed and continue Apple’s design strategy of elegant simplicity and fine materials. The software user interface of both product lines provides logical interaction and is visually appealing. And as expected, Apple makes things and solutions like wellness monitoring or wireless payment better, even when invented by others.

However, the absence of fundamental innovation also shows that Apple is becoming a marketing-driven company, which now has to follow market pressures. As even the most advanced technology in the wireless space Steve Jobs pioneered is becoming a commodity within the shortest period of time, the company is moving into the fashion-minded luxury market to protect its profits. The money and the talent for this strategic shift is there, however Steve Jobs probably would have preferred the Apple Watch in stainless steel — the authentic material real watches are made of.

Hartmut Esslinger is the founder of Frog design. His book is Keep it Simple: The Early Design Years of Apple.

Contact us at editors@time.com.

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