Chapter 1: The Influence of Apple on Mobile Design

The mobile industry has long been scrutinized for its tendency to replicate Apple’s design principles. Recently, Lee Jae-yong, the President of Samsung, expressed frustration with his design teams over their resemblance to Apple’s aesthetics in the latest smartwatch releases. One would have to be a die-hard enthusiast to overlook the significant impact that Apple has had on the design and user experience of devices like the iPhone.

Despite Apple being criticized for relying on past successes, with a steady market share of 25%, the competition with Samsung remains fierce as the two giants vie for the title of leading manufacturer in the global market.

Jae-yong's remarks highlight a crucial point: by not pursuing their unique design vision, Samsung may be hindering both their own growth and that of the broader industry. Historically, Apple’s last major design revolution was embodied in the iPhone X, which set the stage for a new era of smartphones with its all-screen design and gesture controls.

Yet, prior to that, Samsung had already made waves with the Galaxy S8. This device successfully merged their various Edge models while reducing bezels and enhancing usability. Although both the iPhone X and Galaxy S8 were visually impressive, the S8 distinguished itself with its own identity. When motivated, Samsung's design teams can indeed create groundbreaking products.

However, despite their capacity for innovation, Samsung lacks the brand recognition that Apple enjoys. While Samsung's product range is vast, from refrigerators to military equipment, it doesn't carry the same connotations of lifestyle and status that Apple does. Apple transformed the perception of consumer electronics into desirable lifestyle accessories, with its stores being landmarks in major cities globally. Their logo is as recognizable as iconic brands like McDonald’s and Nike, symbolizing prestige for its users.

This strong brand identity is also why Apple has been hesitant to offer the same level of customization that Android devices do. Cover an iPhone with a case, and it could resemble any other smartphone, yet the iOS experience remains unmistakable. This is why we are unlikely to see an Apple Watch with a round face or a chin-less iMac.

In contrast, smaller Android brands often face challenges standing out in a saturated market, leading them to mimic the successful aesthetics of market leaders. This strategy can appeal to consumers who value familiarity, but it may also stifle true innovation.

For example, Windows Phone emerged as a potential game-changer in 2010, introducing a fresh interface that made competing products appear outdated. However, it ultimately failed due to a lack of applications and a confusing user experience, illustrating how a diluted unique selling proposition can lead to failure.

The lack of robust competition between Apple and Google has resulted in a stagnant market, with many consumers yearning for something new. YouTubers have been trying to keep their audiences engaged by alternating between content about both brands.

The mass market operates on a different timeline, often following a three-year upgrade cycle. Both Apple and Samsung understand that overwhelming consumers with too many changes at once can be counterproductive, which is why significant innovations tend to occur only once a decade.

When Apple makes an announcement, the industry pays attention. The influence of the iPhone X has overshadowed the S8, and we may not see a major shift until the next anticipated market reset in 2027. Until then, Samsung may be quietly cultivating its own ideas, preparing for the next evolution in mobile technology.

In the meantime, other manufacturers may continue to imitate Apple—not for lack of innovation, but due to a reluctance to deviate from a proven formula. Apple has established a clear image of what a smartphone should look and operate like, creating a delicate balance; stray too far from this image, and brands risk losing their audience.

The first video examines how Xiaomi has managed to mirror Apple’s design without facing significant repercussions in the industry.

The second video discusses the notion that Apple's recent adaptations have been influenced by Android, and why this is acceptable in the tech landscape.