APPLE

Ex-creative director of Apple does not expect innovation in smartphones

In recent years Apple has received criticism of not innovating as expected in the markets in which it is present, with many pointing to the death of Steve Jobs in 2011 as one of the reasons. That's not the opinion of former creative director Ken Segall who worked with Apple on the Think Different campaign."Steve [Jobs] was unique and will never be replaced. Therefore it is impossible for Apple to remain the same. But I think your values ​​are still there, and bright people are still there, so things go on. I think innovation is happening at the same pace, seriously, "Segall said according to The Korea Herald.Even though Apple is apparently innovating at the same pace, this innovation does not seem to be happening in the smartphone market. Segall himself recognizes him, pointing out that one can not expect a great leap forward. 
"I think smartphones are very mature products at the moment, we should not necessarily expect big leaps. It can become a convenience as we turn to 'wearable' technology, "he said.



Miguel Dias-NM