Apple's WWDC event held yesterday revealed some new products like the gorgeously redesigned Mac Pro, the dramatically updated iOS 7 and new 'killer' services like iTunes Radio. Yet with all the recent competition noticeably affecting Apple's brand image and market share, was this enough of a spark to re-ignite the once powerful flame that allowed Apple to torch the tech industry for years? Probably not.
This is not a 'bash-on' Apple piece, nor is it a design critique on iOS7, there are plenty of good ones out there. This is simply making a point of what happens among brands when you're no longer the "Big Fish". See Apple was always known for being a "mindshare leader" in everything from their ideas, to products, to design and even marketing, but now it's become very clear that Apple is now a 'challenger brand', they've lost some market share and they're slowly losing "mindshare" - thought leadership in design and marketing. The image of their new iOS (above) represents how Apple is feeling threatened and how Joshua Topolsky editor-in-chief of The Verge summed it up perfectly by saying, "Apple is showing that it can adapt, borrow, and tweak ideas from the competition". Look there's nothing wrong with what Apple has done, in fact, they've been doing it for years. I'm just use to Apple really pushing the boundaries of innovation and design. They've certainly played the "safe card" on this one, only time will tell if it will payoff or hurt them more.
Keeping reading to see how Apple borrowed design cues from the competition, with just one screen.