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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in