Former Apple consultant talks innovation, Samsung, and expanding the iPhone family

Apple's former branding consultant, Ken Segall, reveals his views in an interview with Bloomberg

Ken Segall, a former Apple employee who worked for the company for more than a decade during the Steve Jobs era, reveals what he thinks Apple needs to do to progress in the future.

"I think it would make a lot of sense if later this year Apple came out with a family of iPhones," Segall told Bloomberg. The Apple veteran goes on to say that it's the most plausible path to take, reminiscing about the days of the original iPod, and how Apple extended the line because there was a demand from different people for a more diverse range of devices.

Segall speaks the truth; Apple has done it before, so there's nothing to say it won't do it again. After all, Apple expanded its iPad range to include the smaller iPad mini, following popular demand: "They saw people coming out with these things [smaller tablets] and said 'hey, we can do that better'- and it's turned out to be a huge seller for them," Segall asserts.

It's not the first time Segall has suggested Apple reassess its take on the iPhone; he recently referred to Apple's trend of naming its phones as either whole numbers or "S's" as sending a 'weak message.'

"If you're looking for a new car, you're looking for a 2013 model - not a 2012S," Segall speaks, frankly.

Segall admits the first iPhone was revolutionary, but that, whatever follows is going to be iterative to an extent. According to some this is Apple's main problem at the moment; innovation. It's so hard to innovate, yet extremely easy to copy, meaning companies like Samsung are conceivably excelling.

In terms of advertising their products, Segall realises that Samsung has: "Been out there in all these different places Apple hasn't, they've been booming while Apple have been relatively silent - The Super Bowl, The Oscars. They're creative; throwing celebs out there, doing all these different things. Samsung have been booming while Apple have been silent in their advertisements."

But it doesn't mean that Apple won't continue to strive as the technological giant it's known as. Segall reminisces about the perilous time the company was in just before Steve Jobs came into power, and the iPod was released, insisting that the company came through it all anyway: "Apple have established a pattern: we innovate."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in