It’s commonly known that Apple took inspiration for the first Mac interface from Xerox Parc, however I don’t have a problem with this for two reasons. Firstly, they took concepts that were in a research lab and turned them into a successful commercial product, in the process creating a revolution in the computer industry. Secondly, they improved upon the original ideas, refining the rough edges to deliver a pleasurable user experience for all.
Since then, Apple have lead the way in innovation and design, constantly delivering products that move the computer industry forwards.
Design Process
What’s interesting about Apple is that they don’t appear to look to others to copy from. If they use competitive analysis design techniques then it’s more likely to be ‘make sure we don’t do that’, rather than ‘make sure we do’. The launch of the iPhone instantly made the world think if Apple could do this with their first ever attempt at a phone, then what have the other phone manufacturers been doing all these years. If I were a mobile phone maker on 29th June 2007 I would have been embarrassed.
There hasn’t been much said about Apple’s design process, it’s not quite clear how they get it right time after time. Despite their products being driven by the user experience, it does not seem apparent that they employ user-centred design techniques, the more obvious answer is simply that they have the best talent working for them. A senior engineer at Apple reveals some details here
Of course it’s much easier to follow than to lead, at least it should be, but it’s always amusing to follow the ‘me too’ attempts from other computer manufacturers. Let’s look at two recent examples.
Microsoft
Microsoft’s preview of Windows Mobile 6.5 revealed many ‘borrowed’ interface and interaction techniques from the iPhone. This in itself is fine, Microsoft are renowned for copying features from OS X for example, but in true tradition, they make everything worse. They’re like a bad photocopier where each copy makes a worse version of the original.
Throughout Windows mobile 6.5 preview, the presenters mentioned that they took a user-centred design process. I didn’t see any evidence of that, but did think that they took an Apple-centred design process. This process simply involves looking at Apple products but then adds one final MS step which states ‘and make worse’. It’s bad enough that the MS design team have no capacity for original thought, but they don’t even appear to be able to analyze existing products.
MS have always said that they don’t copy Apple, however watching a documentary on Bill Gates I was surprised to see an early photo of Gates and Balmer in a meeting, complete with a Mac Classic in the corner.
Microsoft using Apple-centred-design
Dell
It’s not just Microsoft of course who take inspiration from Apple, surprisingly even Dell want to be seen as design conscious these days. They recently revealed their Adamo laptop, an attempt at copying the MacBook Air. The Apple-centred Design approach for the Adamo is obvious enough, it’s a very poor copy which looks terrible as you’d expect from Dell, but for me the more interesting attempt at Apple-centred Design was in the marketing of the laptop. Take a look at this Dell Adamo video then compare it with the original Apple video
At first I thought the Dell ad was a joke, the amateur production, poor script, the lead designer fumbling through a description of the inspiration and passion for the laptop, laughable. Then 30 seconds into the video we see the care and attention that Dell have lavished on this machine when it’s taken out of a classic Dell brown box. It seems Dell’s attention span didn’t quite reach to the whole user experience, I suggest their design team do an unboxing of a MacBook Air as soon as possible. It’s not the same at all, is it?
ACD justified
I can understand why both of these companies copy Apple’s design and marketing approaches, because when left to their own attempts at original thought, Microsoft give us the Churros ad and Dell give us ,well, anything that Dell produces.
7 responses so far ↓
mj // April 2, 2009 at 9:02 am |
I don’t have an issue with how Apple took the designs because they PAID for them in stock which Xerox cashed in and made a fortune on.
Compare that to the other companies who stole.
Danny Hope // April 2, 2009 at 9:45 am |
That Dell video is awful.
The worst thing is imagining all the stuffed suits that will describe the video to their colleagues as being “impressive” or “very slick”. Eugh.
Radek // April 2, 2009 at 9:58 am |
If Dell and Microsoft (and…) weren’t ‘copying’ from others, Apple would be in a much stronger market position, dictating price.
Even dodgy Windows Mobile 6.5 interface means Apple iPhone have to keep at a forefront of innovation. I would see the copying from other companies as ‘at least something’ that doesn’t make Apple a huge monopoly. That is good for even those that stick with Apple products and nothing else.
Tom Wright // April 2, 2009 at 10:34 am |
IMHO this affects far more than just the day-to-day UX. It dictates the entire story that Microsoft and Dell are telling to customers – even before they’re customers at all.
It’s basic marketing to assume a ‘position’ radically different to your competition. Microsoft’s marketing folk seem to be getting this (cf. “I’m a PC”), but it goes no deeper than that.
It’s a shame really, because Apple make excellent products for an audience that love them, but which doesn’t encompass the whole world. Microsoft and Dell are in prime positions to start telling stories to those who’d never buy a Mac (even if they could afford one).
Jamie // April 2, 2009 at 11:40 am |
Some comments..
When you mention that Dell should look at the whole experience. I think they do. Survey after survey shows Dell Customers to be allot happier than Apples.
Customer Experience is important to them, rather than just the unboxing, or User Experience. You just have to look at something like batteries in iPods failing just after the warranty is over to see how Apple treat the Customer Experience, or Peoples experiance in the Apple stores.
Dell focus on Customer Experience is why Dell thier customers are so happy.
They can’t control so much the user experiance as they don’t make an OS. But they are now offering Linux on every machine that they sell.
In your photo of Bill Gates, and Blamer, of course they had a Mac in the corner. At that time the biggest selling application for Microsoft was Excel for Mac.
William Hudson // April 27, 2009 at 1:42 pm |
Not sure that Xerox was so happy with the shares arrangement – it did take Apple to court over theft of ideas some years later. The main crunch was that Apple hired various disgruntled Xerox PARC staff – Larry Tesler taking a major role in the new GUI.
garethrwhite // May 17, 2009 at 11:41 am |
That Adamo ad is like some bling-bling chavy TV-shopping channel commercial. Yuk!