September is not only the start of a new academic year, but also the time for Apple announcements. Apple has an odd connection to its users. They are devoted, often called "fan boys," who used to line up at stores for new products. I doubt the lines will be very long for their newest announcements. But they have famously been known - especially in the Jobs days - to not listen to users but to tell user what they want and need.
The new iPhones, called the iPhone 7 and 7 Plus, aren't very new. The most attention has gone to the new iPhones lacking a headphone jack. This helps make them more water-resistant, but it will require Bluetooth earbuds or phones. That is a significant additional cost and it will sap more power from that precious battery. Some of us also plug other external devices using that plug (I do that in my car.) This is the kind of deletion that recalls the removal of floppy disk drives, additional USB ports and CD/DVD drives which force users to move on and trash older media and devices. Is that good user design and a good user experience?
A colleague said to me that Apple's approach is like many teachers: tell the users what they need, rather than base your design on what they want. If you believe that Apple (or teachers) know better what their users need, then it is good design. But anyone who studies or works in user design would say that in both cases not spending more time in assessing what your users want is a flaw.
As an iPhone user, I was not looking for a revised home button with force sensitivity which will vibrate to give feedback - and I'm not sure that I need it. The iPhones are more water-resistant, but we all know that "resistant" is not "waterproof." Don't drop it in the toilet and expect no problems.
The Plus model of the new iPhone includes a dual-lens camera to take more professional-grade photos. But Android phones have had much better cameras without two lenses for a few years.
I don't see the Apple Watch as a hit, but the Apple Watch Series 2 will appear. It has GPS and Pokémon Go is available for it. Does that make you want to run out and buy one?
After the death of Steve Jobs, the cry went up that Apple would stop innovating and some of those who said that feel that they were correct in their prediction. Whatever happened to that Apple TV that Jobs was saying was on its way? The biggest change in smartphones the past few years is that users are using them less and less as phones and more and more as a computer. Your "phone company" contract is really a data contract.
I'm not sure that much more can be done with smartphones as hardware. the more important changes may be in the operating systems, battery life, more AI and new business models for data.
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