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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in