A one day visit to Milan for see the two major openings: the Apple Store in Piazza Liberty and Starbucks Roastery in Cordusio.
2028. Although the usual detractors and some journalists say that the Cupertino company is not as cool and innovative as it once was, Apple is solid and is still the second most liquid company on the planet.
A few years ago there was Amazon’s overtaking. Company of the gig economy that in the 20s encompassed almost all e-commerce, edit. However there is no particular competition with Apple, as it sells its devices.
Apple design phases in the past
In 2028 Apple could be even more “design oriented” than now. Withouth some of the current engineering limitations, like the dimensions of the components, the design department could be the dominant one.
The CEO could even be Jony Ive!
(A CEO / CDO supported by an operational CEO?)
But let’s try to guess what the style of the product line could be.
Retracing the recent past, we had:
- the “colorful” phase of the late 90s, with curved lines, transparent plastic materials and bright colors everywhere. This is to rejuvenate and bring the public closer to computers, then seen as gray and boring machines. Detail: Handles to transport the colourful iMac.
- the “white” phase of the beginning of 2000. In the period of the launch of the iPod, the product line is dressed in white: white and shiny plastic materials. Mouse, iMac, router, notebook, everything becomes white in search of greater minimalism and greater sobriety after the excesses of the dot com. With always a friendly feeling.
Detail: the completely white Mighty Mouse.
- the “aluminum/macho” phase between about 2005 and 2012. The increased power of Apple machines is emphasised with massive aluminum bodies. The new materials are also much more solid and durable. (This maybe following users feedbacks)
Detail: the G5 was a very powerful machine and represents this period well.
- the minimalist thin aluminum phase, between 2013 and the beginning of the 20s. It was a natural evolution of the aluminum style, characterised by the search for devices as thin as possible. In this period, however, some alternative designs are tested, such as the Mac Pro 6.1 “trashcan” and the iPhone 5C, coloured and made by plastic.
Detail: the iphones every year thinner.