Seymourpowell Associate Design Director, Matthew Cockerill, comments on last week’s iPhone 5 launch announcement:
“For some the iPhone 5’s release has been a disappointment – we all like the new and the different, designers more than most. Industry ‘experts’ may point to an unchanging design language, lack of NFC or deficient technical specifications a little like they did back in 2007 about the lack of keypad, multi tasking or a decent camera on the first iPhone. But that’s not what matters to most people.
Whilst competitors worry about how to visually differentiate their products or segment the market, Apple focus on creating the right hardware to support the software and services it takes to deliver compelling product experiences. To this end the hardware is a triumph of product engineering over styling.
Of course it’s an iteration, an iteration on the smart phone paradigm that they so successfully defined. As Apple have shown with their previous paradigm-defining products (Mac, iMac, iPod, iPhone & iPad), they are masters at knowing when to refine and when to change the game. The competition may be catching up by playing the game that Apple defined, but for now the iPhone 5 will keep them out in front.”
Matthew Cockerill is Associate Design Director at Seymourpowell. After graduation with a BA in mechnical engineering, Matthew began his career as a production engineer for the soap company Cussons before changing direction and studying for a MA in industrial design.
He has had a varied career at some of the UK’s leading design consultancies, helping design everything from Scalextric controllers, dental laboratory equipment, Air France’s first class airline seat to the passenger experience at Heathrow Airport.
In 2003 Matthew moved to Seoul, South Korea, for several years working with Samsung Electronics to create leading edge consumer electronics.
Since returning to the UK Matthew has worked for Seymourpowell, working in the space where business, technology and people meet.
For more information contact the Seymourpowell PR Team.