Joshua Porter“The innovation in these applications is not that they let us do something new, but that they allow us to do what we already do better, more often, in more places, and more quickly. “(commenting on Web 2.0 interfaces)
Cell phones do all kinds ofstuff—calling, textLesson 2:messaging, webbrowsing, contact Start with actualmanagement, music experiences.playback, photos and video—but they do it very badly, byforcing you to press lots of tinybuttons, navigate diverseheterogeneous interfaces andsquint at a tiny screen.“Everybody hates their phone,”Jobs says, “and that’s not a good
“Your phone’s got feet on,” hesays, not unkindly. “Why would Lesson 3:anybody put feet on a phone?” Solve the realIve has the answer, of course: “Itraises the speaker on the back problems.off the table. But the rightsolution is to put the speaker inthe right place in the first place.That’s why our speaker isn’t onthe bottom, so you can have iton the table, and you don’t needfeet.” Sure enough, no feet toethe iPhone’s smooth lines.
The iPhone developed the way alot of cool things do: with a false Lesson 4:start. A few years ago Jobs Play to think.noticed how many developmentdollars were being spent... ontablet PCs....so he had Apple engineersnoodle around with a tablet PC.When they showed him thetouch screen they came upwith, he got excited. So excitedhe forgot all about tabletcomputers.
Lesson 5:When you need to dial, it shows Treatyou a keypad; when you needother buttons, the screen serves interfaces likethem up. When you want towatch a video, the buttons conversationsdisappear. Suddenly, theinterface isn’t fixed and rigid, it’sfluid and molten. Softwarereplaces hardware.
Unlike most competitors, Apple also places an Lesson 7:inordinate emphasis on interface design. It sweats the Obsess oncosmetic details that don’t seem very important untilyou really sweat them. “I actually have a the details.photographer’s loupe that I use to look to make sureevery pixel is right,” says Scott Forstall, Apple’s head ofPlatform Experience (whatever that is). “We will argueover literally a single pixel.” As a result, when youswipe your finger across the screen to unlock theiPhone, you’re not just accessing a system of nestedmenus, you’re entering a tiny universe, where dataexist as bouncy, gemlike, animated objects that behaveaccording to consistent rules of virtual physics.
Things we’ll do (that you might care about)• map ‘stories’ back to Activities — so product releases make sense!• contribute to real product ownership (YEAH!)• create less rework• develop reusable code.• make our products more valuable
“We set about rethinking the UI from the user’sperspective, which is ‘results-oriented,’ rather thanfrom the developer’s perspective, which tends tobe ‘feature-oriented’ or ‘command-oriented’–thereby enabling people to focus on what theywant to do rather than on how they do it.”(commenting on the new UI of Office 12)