Tag Archives: magic

There is no iPhone

Although it may look quite the opposite, Apple’s main task was not to make a popular, thus a visible device, but to make it fully transparent and even invisible, from user perspective. They managed to build a device that you … Continue reading

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“When technology gets out of the way, everything becomes more delightful, even magical”. Motorola, Samsung, LG, HTC and all the others hardware producers that rely on Google’s Android, here is a heads-up: it’s not technology that drives anymore. Building robots (or “Androids”) is no longer a design trend. On the contrary, the less visible the “robot” inside, the stronger the customer attachment.  I’m not inventing things now, I just summarize; it’s a change of mindset that Apple was successfully able to manage. 


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The definition of magic

I’ve just figured out: the “magic” of my iPad was never magic for my kid. For her it’s just a beautiful, natural and easy to handle thing she never knew before.

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