The news about Apple reducing its orders about 50% for the latest iPhone model was a bit surprising to me. I have an idea why Apple has had problems maintaining the popularity of the iPhone over the last year. The media reported that the iPhone 5 is too expensive and has often advised consumers to stick with comparable devices of Samsung, Sony or HTC Desire. Some believe Apple should develop an affordable smartphone to target a wider range of customers. Anyway, another idea came to my mind why the iPhone isn’t as successful as it was. Could it be that its UX design principles are outdated now?
Apple is popular for its easy and intuitive UI design. To navigate the iPhone, you rarely need directions, it’s learning by doing. I think the UI design is especially known for its information architecture. This type of arrangement system is called ‘hub & spoke’. The different functions are divided in separated spokes. To navigate between several applications the user has always to return to the device’s home screen (so this UI design pattern is not the best when multi-tasking is needed). So far so good. Did Apple miss out on rethinking their User Interface Design? I have been an iPhone user for almost three years now and as much I love its UI design, I have to admit – nothing changed over the last years. Of course, the Google Map app was removed and the company’s own map app was added, but in terms of look and navigation nothing changed in the UI design. In the market of smartphone and tablet devices trends change quickly. The customer should be animated to always want the latest model. In reaching this goal exciting new things should be offered. So, Apple! What about rethinking your UI design?
