The announcement and news of iOS 18 that will allow more customization, such as the color hue of the icons or their size and layout on the screen, has unleashed a new wave of drama online™ among those celebrating the iPhone’s new aesthetic possibilities. And those who regret a move that breaks Apple’s visual identity.
Because it’s important. While this may sound like a frivolous debate, and it probably is, the debate goes beyond a simple cosmetic issue. It reveals the underlying tension between two competing visions of what Apple stands for.
- On the one hand, a cult brand with a minimal, refined, coherent and recognizable aesthetic.
- On the other hand, a large and global company seeks to meet the desires of an increasingly broad and diverse public.
The key to disagreement. Since its origin, the iOS interface has been characterized by a uniform look and icon design that, with little evolution, has maintained a constant appearance over the years.
This fostered a strong identification of the most loyal and pure users with Apple’s “brand image”, which they perceived as a differentiating element compared to Android’s aesthetic variety.
- However, over the past decade there has been a growing demand for greater customization towards Apple.
- Several iOS updates include new features in this regard: shortcuts that let you change app icons, widgets, lock screens, etc.
- iOS 18 takes this a step further with massive changes to color tints and system icon sizes.
facial expressions. Purists see customization as a betrayal of Apple’s DNA, a company that often prioritizes control and its own guidance over user experience. They fear that the rise of hyper-personalized interfaces will destroy the visual identity and consistency of iOS. They see it as an element of cultural distinctiveness.
Openers celebrate being able to leave the iPhone as they wish, with fewer and fewer obstacles from Apple. And it is not that they understand that the user will maintain a good design, but they do not see it as problematic that there is an iPhone with a different and personalized look.
In terms of. Apple’s shift toward personalization seems like a one-way trip, no matter how much it annoys its purist adherents. And the underlying reason: the growing need of the company.
Fifteen or twenty years ago, Apple was a much more homogenous company, and so were its customers, who could identify with each other and shared a certain culture.
The $3 trillion Apple has gotten so far beyond the niche, and as a well-listed company behind it, investors will continue to step up to sustain growth by demanding more.
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Featured Image | BDtechsupport, Mockuuups Studio