It was once a truism that everyone who could afford to purchase an iPhone would receive the exact same product, the same power, and the same experience. In many ways, the iPhone and technologies like it offered a quite clear value proposition: if you can afford the sticker price, all of this awaits you.

In 2020/1, Apple’s strategy is different. Yes, it creates products that bring about desire and it remains driven by profits and good customer experience. But in trying to cater to multiple market groups — segmenting product line ups into more and more price points — Apple…


For two weeks, I used a 10.5 inch iPad Pro as my only computer. The experience left me wondering about the future of the iPad’s app-centric model.

My MacBook Pro was finally sent for the now customary topcase repair reserved for particularly bad cases of butterfly keyboard failure. At the authorised Apple repair centre, I was told that I would be without my primary computer for several weeks. In that time, I decided to follow some prominent tech’ personalities online and use my 10.5 inch iPad Pro as my sole working machine.

I work as a university lecturer. One side…


Several years ago, there was an episode of BBC’s Top Gear where Jeremy Clarkson attempted to make a Mercedes S Class into a version of Mary Arden’s cottage, on wheels. At one point, beyond the usual malarkey, the designer posed with making Clarkson’s dreams a reality exclaimed ‘this isn’t “Design”, it is set design’. I had a similar feeling watching Elon Musk unveil the Tesla Cybertruck.

Musk told those arrayed at the unveiling that he was sick of the tired, century-old, appearance of pickup trucks. He showed an image of several pickups, debadged, to underline their generic, boringness.

The reveal…


History as Brand: ‘Think Different’ and the Future of Apple

In 1997, Apple introduced a famous ad’ campaign with the grammatically-imperfect tag line ‘Think Different’. Think Different, as a campaign, was lauded as signalling Apple’s values in a period when its market share was in decline and it was in dire need of new product ideas. Steve Jobs’s vision, and those of his ad’ team at TBWA\Chiat\Day, was that to build a brand, one needed a simple story to tell the customer.

Fast forward to 2019. Tim Cook sits on stage with Salesforce founder Marc Benioff and proclaims that the…


A number of years ago, a senior colleague of mine died. He was larger than life, dominated any room he entered and had a number of quite incredible traits and skills as a human being. After his death, things rumbled on – we scored some considerable achievements, we continued to grow, we sometimes failed – but we kept going. Earlier this year, the man who worked with my departed colleague most closely announced that he was leaving the organisation. Reasons for his leaving were thrown around our team and then, over drinks one evening, he confided in me: ‘Every day…


On Tuesday, 11 September 2019, Apple announced its latest tranche of new iPhones: the iPhone 11, the iPhone 11 Pro and the oddly named iPhone 11 Pro Max. After using the monicker ‘pro’ for its MacBook and iPad lineups, Apple finally gave in and affixed the suffix to its latest, greatest, iPhone.

There has been a lot of talk online about Apple’s definition and use of the term ‘pro’. Tech’ forums, hobbyists and creative professionals have all got themselves into a furore around the word, especially following the introduction of the iPad Pro in 2016. The peace treaty following all…


Apple’s divisive butterfly keyboard mechanism has been back in the news following Joanna Stern’s Wall Street Journal article. Stern contends that Apple’s decision to persevere with the new mechanism is ruining customer experience and urges Apple to ‘stop prioritizing thinness over usability’ and change the design of their keyboard mechanisms.

Stern’s article was typically cheeky. And it received a typically blasé response from Apple’s Marketing team. However, like much of the commotion online about the failure rate of these keyboards, Stern’s article focuses, in the main, on how dust and debris can enter the keyboard’s delicate butterfly mechanism and prevent…

Chris Langley

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