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Old Feb 12, 2013, 06:40 PM   #1
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Tim Cook: For iPhones, The Experience Is Key, Not Just a Larger Screen




At this morning's Goldman Sachs Technology and Internet Conference, Apple CEO Tim Cook spoke about a number of topics including vaguely addressing rumors of a possible future iPhone with a larger screen.

Left to right: iPhone 5, Galaxy S III, "iPhone Plus", Galaxy Note II, courtesy Marco Arment
Cook focused his comments on the user experience, saying that was more important than specifications. Answering a question about larger screen sizes, Cook had this to say (transcript from Macworld):
Quote:
I don't want to say what we will do or won't do [regarding a larger screen for the iPhone], and so don't interpret anything I say along those lines. Let me go back and compare it to the PC industry for a minute. The PC industry over the years, the way that companies competed were two things: specs and price. And so people would want to say, "I've got the largest drive," or, "I've got the fastest processor," or in the camera business people began to say, "I've got the most megapixels."

The truth is, customers want a great experience, and they want quality. They want that "Aha!" moment each time that they use the product. And that's rarely a function of any of those things. These are things that technology companies invent because they can't have a great experience, and so they talk about the spec of something.
Cook went on to talk about smartphone displays, saying that "some people are focused on size." He explained that some things are more important than simply size, citing the poor color saturation and brightness on OLED displays.
Quote:
And so I only bring these points up to say there are many attributes of a display, and what Apple does is sweat every detail. We care about all of them, and we want the best display. And I think we've got it. I feel great about it.

I'm not going to comment about what we're going to do in the future, because that releases our magic, and I'm not going to do that. But, you know, the customer experience is always broader than that which can be defined by a simple number.
Going back to language that he has used before, Cook said that Apple will "never ... make a crappy product." He said that for new products, Apple must design "something great, something bold, something ambitious."

One thing he didn't mention was Apple's frequent assertion that the iPhone's screen is the perfect size for "your thumb" -- the ability to hold and use the phone in one hand -- a fact that was mentioned in one of the first television ads for the iPhone 5.

Article Link: Tim Cook: For iPhones, The Experience Is Key, Not Just a Larger Screen
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Old Feb 12, 2013, 06:41 PM   #2
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You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
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Old Feb 12, 2013, 06:57 PM   #3
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Originally Posted by GuitarDTO View Post
You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.


That would be mega cool if they were the first to go with building a custom phone like you build your imac. pick out your hd ram processor etc..
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Old Feb 12, 2013, 07:20 PM   #4
manu chao
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Originally Posted by GuitarDTO View Post
Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
Could you give a few examples of customisation of your MBP that are particularly dear to you?
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Old Feb 12, 2013, 07:35 PM   #5
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Could you give a few examples of customisation of your MBP that are particularly dear to you?
Sure. Much of it's built right into the OS too. I use LOTS of widgets, but my favorites are the convert, notes, and system stats (can't remember the name) widget. I have my icons sized very small and lots of them on the dock, but then I zoom way in on them when scrolling over. I love the various gestures to switch between apps, bring up the launch pad, minimize all windows, etc. I love Mousepose and making clicks pop a demonstration circle, changing it's colors, etc. I've recently started looking into designing my own app logos. None of this is earth shattering, but the point is having the options to do that type of stuff is nice, and there are clearly opportunities to allow the iPhone to be customized much more than it currently is, or at least allow 3rd party apps to help with it. I think the ability to customize even some of the simplest stuff like colors, introduce a few gestures (larger screen!), and let the developers have a bit more freedom with the OS would go a LONG way to prevent the phone from getting stale.

Just my .02
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Old Feb 12, 2013, 07:58 PM   #6
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Originally Posted by GuitarDTO View Post
I use LOTS of widgets, but my favorites are the convert, notes, and system stats (can't remember the name) widget. I have my icons sized very small and lots of them on the dock, but then I zoom way in on them when scrolling over. I love the various gestures to switch between apps, bring up the launch pad, minimize all windows, etc. I love Mousepose and making clicks pop a demonstration circle, changing it's colors, etc. I've recently started looking into designing my own app logos. None of this is earth shattering, but the point is having the options to do that type of stuff is nice, and there are clearly opportunities to allow the iPhone to be customized much more than it currently is, or at least allow 3rd party apps to help with it. I think the ability to customize even some of the simplest stuff like colors, introduce a few gestures (larger screen!), and let the developers have a bit more freedom with the OS would go a LONG way to prevent the phone from getting stale.
  • Widgets: their key appeal on OS X is probably very fast access (one swipe or keypress), we already have one shortcut gesture on the iPhone, the camera on the lock screen. Adding more gestures and allowing us to customise what they are linked to would certainly be nice.
  • Icon size: There probably is a much smaller range of icon sizes that works well on a phone because touch targets should have a minimum size (and too few would fit if they are too large). An argument can be made that it should be made difficult to create small touch targets.
  • Gestures: They are great, I use them a lot on my Mac and on my iPad but four or five finger gestures are naturally much more difficult to carry out on a phone and one finger gestures are usually already used by a lot of apps. There probably is some space for two finger gestures but then their might be already a lot of apps that already use them.
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Old Feb 12, 2013, 08:07 PM   #7
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Originally Posted by manu chao View Post
[LIST][*]Widgets: their key appeal on OS X is probably very fast access (one swipe or keypress), we already have one shortcut gesture on the iPhone, the camera on the lock screen. Adding more gestures and allowing us to customise what they are linked to would certainly be nice.
Am I the only one here who dislikes widgets in Mac OS? Dashboard was only cool for like the first week it was out. It's only useful if you want multiple calculators. Putting widgets in iOS just seems ridiculous.
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Old Feb 12, 2013, 07:36 PM   #8
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Originally Posted by GuitarDTO View Post
You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
Every thing that you want to do, you can do with a droid now. You should switch.
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Old Feb 12, 2013, 08:00 PM   #9
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Every thing that you want to do, you can do with a droid now. You should switch.
He didn't mention everything he wants it to do. Since Android does a horrible job of syncing with a PC and has an overall crappy interface, there's no chance of me buying it even though I'd seem like the person who would want one. My iPhone has Terminal, Activator, a screen recorder, the 5-icon dock, etc.

Last edited by Fatalbert; Feb 12, 2013 at 08:05 PM.
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Old Feb 12, 2013, 08:08 PM   #10
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Every thing that you want to do, you can do with a droid now. You should switch.
Right now the contract is the only thing preventing that. Also, for all the requests for improvement I have, there is no denying that the iPhones physically are beautifully designed and executed. In addition, they are so very responsive. Before my iPhone (I switched with the Verizon 4) I had a motorolla droid, which I liked, but the iPhone is still so responsive in just the simplest things like texting. I was playing with a Note 2 this weekend and for all it's positives, it still didn't have the "feel" of an iPhone. Thats why I want these features to come to an iPhone, because I don't necessarily want to switch, but the sacrifices I feel I'd be making by switching to something else seem to be disappearing almost monthly with the new devices that are coming out.
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Old Feb 12, 2013, 08:11 PM   #11
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Originally Posted by GuitarDTO View Post
You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
I FULLY AGREE.... i want to see APPLE iPHONE 6 with a larger screen.... if not then I am moving onto something bigger. EVEN THO I am a full fledged APPLE person.
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Old Feb 13, 2013, 06:22 AM   #12
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Originally Posted by GuitarDTO View Post
You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
I don't understand how making pretty themes makes my phone more useful. Even when I JB, I don't do it for theming.

----------

Quote:
Originally Posted by mtek View Post
Yeah sure the surge is certainly oassing this year with all the flagship smartphones going to 5" form factor with retina crushing DPI's...

Wake up Apple!
Phones should not be 5". I haven't upgraded to a iPhone 5 yet, because I don't want a bigger phone. I don't want to carry it, and I don't want to use it. I have a friend that has a Note2, I laugh at him every time he uses it as a phone, it looks stupid.

----------

Quote:
Originally Posted by Oracle1729 View Post
Because Apple makes more products than just iToyz? I've been using macs since my powerbook g3, and I love my current MBP.

My 4s is my second iPhone and every time I turn it on I have "damn, why didn't I switch to Android" moment. I'm just waiting until the galaxy s4 comes out so I can escape this iOS garbage. But, I'm on this forum and I'd make the choice to buy another MBP in a heartbeat.

Even recently iOS 6.1 broke the 4s, but you can't "upgrade" back to 6.0 or 5.x to fix it? Everything about iOS is a joke, the control freak nature of Apple is killing it even for the most die hard. And no, I didn't get nailed by the bug. Ever since the iTunes release that helpfully reformatted your hard drive about 8 years ago, I wait for the suckers to betatest for me.
What is so great on Android?
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Old Feb 13, 2013, 06:33 AM   #13
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Phones should not be 5". I haven't upgraded to a iPhone 5 yet, because I don't want a bigger phone. I don't want to carry it, and I don't want to use it. I have a friend that has a Note2, I laugh at him every time he uses it as a phone, it looks stupid.
If only it was possible to make a screen somewhere between 4" and 5.5"

If only...
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Old Feb 13, 2013, 11:35 AM   #14
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I don't understand how making pretty themes makes my phone more useful. Even when I JB, I don't do it for theming
Sorry that you don't understand. Glad you are happy with the phone just the way it is though. I like to have choices. Not sure why that would bother you.
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Old Feb 14, 2013, 08:43 AM   #15
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Sorry that you don't understand. Glad you are happy with the phone just the way it is though. I like to have choices. Not sure why that would bother you.
It doesn't bother me, but I don't see how it add usefulness to the phone. I want Apple to spent time making things like the calendar app or the mail app better, and not worrying about making the background pretty...
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Old Feb 14, 2013, 06:14 PM   #16
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It doesn't bother me, but I don't see how it add usefulness to the phone. I want Apple to spent time making things like the calendar app or the mail app better, and not worrying about making the background pretty...
It might not add usefulness to you, but it would add usefulness to me. The calendar app is perfectly fine to me, but I don't have any problems with them improving it.

Your preferences don't equal all other's preferences.
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Old Feb 15, 2013, 08:03 AM   #17
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Originally Posted by GuitarDTO View Post
You are correct, Tim. Experience is everything.....and I want to experience a larger iPhone or I'm likely to switch when I'm due for another upgrade.

EDIT: Wouldn't mind the ability to customize more as well. I have my Macbook Pro very personalized without sacrificing anything the OS has to offer. You couldn't pry that thing from my hands if you tried. Don't feel that way about my phone.
Ditto for me, however the color saturation is more prevalent on the SGIII then on the Note II, had both for a trial and would never go bigger then the Note II but I have to say it is smooth and packed with a ton of cool features that I just love.
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Old Feb 12, 2013, 06:42 PM   #18
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"They want that "Aha!" moment each time that they use the product"

Get working on i OS7 then.
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Old Feb 12, 2013, 06:44 PM   #19
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One thing he didn't mention was Apple's frequent assertion that the iPhone's screen is the perfect size for "your thumb" -- the ability to hold and use the phone in one hand -- a fact that was mentioned in one of the first television ads for the iPhone 5.
I imagine that's because it's bollocks.
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Old Feb 12, 2013, 06:46 PM   #20
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I hope iOS 7 makes me say "Aha!".

An option for a bigger screen though be nice for me personally.
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Old Feb 12, 2013, 07:21 PM   #21
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Whilst I appreciate your use of the word Bollocks and it circumvention of the swear filter here... it's it still true.

The Samsung S3 requires 2 hands - BUT the Samsung note only requires a cock.
Get a hold on one is what I'd suggest to you. Swiping along the keyboard with my left thumb I think I rather have big hands or all that guitar playing boosted my left thumb dexterity above average! ;-)
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Old Feb 12, 2013, 06:57 PM   #22
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"They want that "Aha!" moment each time that they use the product"

Get working on i OS7 then.
It is pretty certain they have been working on iOS 7 since iOS 6 came out.

I think there is likely be be a change in approach with iOS 7 given that Jony Ive has taken on software design responsibility. I am very interested to see what appears.
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Old Feb 12, 2013, 07:05 PM   #23
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It is pretty certain they have been working on iOS 7 since iOS 6 came out.

I think there is likely be be a change in approach with iOS 7 given that Jony Ive has taken on software design responsibility. I am very interested to see what appears.
I love Jony, but at this point I'm skeptical as to what he will bring to iOS 7. I don't want re-designed app logos with the most subtle curvacious beautiful chamfered edges that invoke emotions I wasn't aware I had by looking at them.....I want the ability to customize the look, widgets, and perhaps even more fluid transition between some of the most used apps ala what Blackberry is bringing to the table. I want a Blackberry iNote.
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Old Feb 12, 2013, 07:07 PM   #24
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Translation: Our OS doesn't scale to resolutions and screen sizes without developers have to rewrite their apps so I will make excuses why we don't offer other screen sizes.
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Old Feb 12, 2013, 07:22 PM   #25
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Translation: Our OS doesn't scale to resolutions and screen sizes without developers have to rewrite their apps so I will make excuses why we don't offer other screen sizes.
It does on the retina MBPs. You can select from a number of different resolutions.
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