Apple increasingly devotes itself to the luxury niche of high-tech market. Since the iPhone was launched in 2007, there was a clear trace of distinction attached to the first real smartphone. Design has been a crucial part of Apple’s strategy in the last decade. However, until recently, Apple’s products were mainly advertised as high-tech user intuitive. In the last couple of years, a handful of producers like Sony, HTC, Samsung and LG delivered smartphones which dwarfed iPhone performance.
Apple’s response will tackle the issue. We are certain that iPhone 6 will raise up to the expectations in regards to technological advances. But Apple seems to be discontent to find itself catching up with competitors. So as newly released smartphones are increasingly performant, even when talking about mid and low-range devices, Apple plans to distinguish once again by enhancing one dimension.
Looking at the latest hires made by the Cupertino-based company, we see how it managed to assemble a team comprised out of some of the most well-known designers. In fact, even sales managers now come from other luxury companies.
The latest hire is Marc Newson. The 50 years old Australian industrial designer is famous for the use of biomorphism style – design inspired by nature. His previous work demonstrates increased versatility, an asset for Apple. Newson will remain in UK, although he will often travel back and forth between Cupertino and London. Apple hires designer Marc Newson and he will take the role of senior vice president of design under Johnathan Ive. The two of them are actually old friends and collaborated on some Apple design projects.
“I’m full of admiration and respect for the extraordinary design work that has been produced by Jony and the team at Apple,” Newson told Vanity Fair. “My close friendship with Jony has not only given me a unique insight into that process, but the opportunity to work together with him and the people that have been responsible. I am enormously proud to join them.”
Newson is just the latest of a star team assembled by Apple. Angela Ahrendts worked as CEO of Burberry before taking care of Apple’s brick and mortar and online stores. Paul Deneve was Yves Saint Laurent’s CEO and takes care of Apple’s special projects. Ben Shaffer produced Nike’s FuelBand and is allegedly working on the iWatch. Least, but not last, Dr. Dre joined Apple as well, along with his Beats Audio business.