设计为品牌

Farhad Manjoo在纽约时报的“艺术”专栏中,在苹果9月7日活动后不久发布,新款iPhone真正缺少什么:前沿设计“:

The absence of a jack is far from the worst shortcoming in Apple’s latest product launchInstead, it’s a symptom of a deeper issue with the new iPhones, part of a problem that afflicts much of the company’s product lineup: Apple’s aesthetics have grown stale.

该栏附有一个例证一个拿着苹果标志的家伙,无聊地打着哈欠。

在我自己对Apple的活动中,我写

There is a large contingent of pundits who apparently would be more excited about a new iPhone that looked entirely different but had the exact same components as the iPhone 6S than they are by the actual iPhones 7, which are shaped like the 6S but have amazing new components我根本没有那种心态It’s like being a car pundit and judging the new Porsche 911 with a “meh” because it looks like the previous 911, and never even considering what it’s like to actually驾驶新车。

Manjoo的标题是“设计”。1在他的专栏中,他说“美学”美学只是设计的一个方面I’m sure Manjoo knows that, and I know Times columnists don’t write their headlines, their editors do但标题仍然是他的责任。

史蒂夫·乔布斯,2003年Rob Walker的“纽约时报”杂志的iPod简介:

“Most people make the mistake of thinking design is what it looks like,” says Steve Jobs, Apple’s CEO“People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design isIt’s not just what it looks like and feels like设计是如何运作的。“

多年来我经常引用这句话,并且有充分的理由这是一个简明的陈述,深入洞察了Apple的公司文化确实如此,它是有意义的,它体现了Apple与大多数其他公司的区别在大多数其他公司,设计看起来和感觉是什么样的,而不是它的工作原理。

但即使我们只是想谈论美学,就像iPhone 7的样子一样,我真的看不出Manjoo在看到这个之后怎么写“Apple的美学已经变得陈旧”:

苹果宣传照片的喷气式飞机iPhone 7 Plus。

That’s stale? Which product from Apple, ever, looked like that? Which phone from any other company looks like that? I feel bad for a technology enthusiast who isn’t excited by that photograph.

这是黑色和(尤其是)黑色iPhone 7的天才以一种非常诱人的方式,它们看起来像新的和可取的东西。与此同时,它们立即被认为是iPhone。这就是Manjoo和类似的头脑我 - 无聊与 - Apple's的设计专家们没有得到凭借非常成功的产品和品牌,新版本需要在熟悉度,品牌基础和热门新品之间取得平衡无聊的苹果人群只是想要热门的新鲜事物。

您需要将保时捷911识别为911iPhone需要看起来像iPhone设计需要发展,而不是变革The thing to keep in mind is that the iPhone itself, what it looks like in your hand, is the embodiment of the iPhone brandiPhone的正面没有印刷任何东西,因为没有必要Apple徽标是公司的徽标iPhone的标志是iPhone本身。

值得注意的是,iPhone 7打破了长达八代的Apple模式,每隔一年推出一款独特的新工业设计我认为有两个因素在起作用首先,接下来的任何设计还没有准备好其次,在五种主要外形(原创,3G,4,5,6)之后,iPhone已经越来越接近其理想化形式标志性的品牌不是曲折的他们以看似无情的势头向前迈进他们的演变经常感到不可避免,并不奇怪Weak brands move like ping-pong balls; strong brands move like bowling balls新劳力士需要看起来像劳力士徕卡需要看起来像徕卡一个新的可口可乐瓶需要看起来像一个可口可乐瓶。

iPhone获得的越好,主要的新外形设计之间的时间越长。Ben Bajarin,在Recode上写道,和我在同一页面:

The key here is that we can expect new colors, materials, or variations to deliver some dramatic new finishes each yearYet, they remain grounded in high-end or luxury coatings, the way high-end cars strategically span certain colors and materialsThe idea that during each buying cycle consumers may be confronted with new types of innovative colors and materials is an interesting ideaAgain, it reminds me quite a bit of how car manufacturers use color innovation and new types of materials (carbon fiber, mesh or other types of metals) to add design flair to their cars each year.

同样,跑车设计也是标志性的You know a Porsche 911 when you see one, no matter what year it was madeI feel similarly about Apple sticking with certain design language, and thus establishing it as iconicIconic car designs have slight variations year to year, but never dramatic departures from the iconic look我觉得Apple正处于类似的设计道路上。

回到Manjoo:

Apple has squandered its once-commanding lead in hardware and software designThough the new iPhones include several new features, including water resistance and upgraded cameras, they look pretty much the same as the old onesThe new Apple Watch does tooAnd as competitors have borrowed and even begun to surpass Apple’s best designs, what was iconic about the company’s phones, computers, tablets and other products has come to seem generic.

This is a subjective assessment, and it’s one that Apple rebuts. The company says it does not change its designs just for the sake of change; the current iPhone design, which debuted in 2014, has sold hundreds of millions of units, so why mess with success?

Manjoo在这里含蓄地提倡什么为了改变而改变苹果高管多年来一直强调这一点:他们的设计只有在他们认为自己想出某些东西时才会改变更好而不仅仅是某种东西不同他们不会改变,因为竞争对手会复制设计。

这是一辆1968年的劳力士潜航者这是当前化身的样子它是其中之一最被扯掉的手表历史上的设计和劳力士并不在乎(或者更好的说法:他们关心,因为我确信他们首先不会被扯掉,但是他们不会让模仿者用他们熟悉的设计语言来贬低他们。)

来自Manjoo的结论:

And while Apple has slowed its design cadence, its rivals have sped upLast year Samsung remade its lineup of Galaxy smartphones in a new glass-and-metal design that looked practically identical to the iPhone然后它走得更远Over the course of a few months, Samsung put out several design refinements, culminating in the Note 7, a big phone that has been universally praised by criticsWith its curved sides and edge-to-edge display, the Note 7 pulls off a neat trick: Though it is physically smaller than Apple’s big phone, it actually has a larger screenSo thanks to clever design, you get more from a smaller thing — exactly the sort of advance we once looked to Apple for.

An important caveat: Samsung’s software is still bloated, and its reputation for overall build quality took a hit when it announced last week that it would recall and replace the Note 7 because of a battery defect that caused spontaneous explosionsTo the extent that making a device that doesn’t explode suggests design expertise, Apple is still ahead of Samsung.

Note 7在较小外形尺寸下的较大显示器毫无疑问是设计胜利但我会说这个事实已被召回(并禁止在所有航班上使用)爆炸电池而不仅仅是一个“警告”而Manjoo声称“三星的软件仍然臃肿”只是在他写道后的几个段落,“苹果公司已经浪费了它曾经在硬件和软件设计领域的领先优势。”这是什么?

我相信Manjoo诚实地争论他在纽约时报的栖息地众多优势之一就是他不需要用虚伪的论据来追逐点击我也认为他代表了一大批具有技术头脑的苹果评论家他们真的很厌烦iPhone 7的设计我只是觉得这些欲望之间从来没有一个更大的鸿沟批评者以及数亿当前和未来iPhone的欲望用户批评家觉得无聊和陈旧,群众发现熟悉和标志性的。


  1. 查看列的URL slug,您可以看到原始标题使用“dazzle”一词代替“design”Both words are facile in light of the iPhone 7, but again, I realize that the headline was as likely written by a Times editor as by Manjoo. ↩︎