I’ve never used an Apple product and I never will – consumption is politics, and I prefer to let my freak flag fly – but I’m happy to acknowledge that Apple’s commitment to design is second to none in the the computing world. Unfortunately some people go a bit further, claiming that Apple design is the usability equivalent of a talking unicorn made of rainbows. As a result we get hilarious anecdotes like this from Michael Noer:
Two weeks ago, I was staying at a working dairy farm 60 kilometers north of Bogotá, Colombia… I was fiddling around with my iPad… when one of the kids that worked in the stables came up to me and started staring at it. He couldn’t have been more than 6 years old, and I’d bet dollars to donuts that he had never used a computer or even a cellular telephone before… Curious, I handed him the device and a very small miracle happened. He started using it. I mean, really using it. Almost instantly, he was sliding around, opening and closing applications, playing a pinball game I had downloaded… Think about this. Steve Jobs has designed a powerful computer that an illiterate 6-year-old can use without instruction. If that isn’t magical, I don’t know what is.
Quite apart from the colossally patronising attitude towards the illiterate poor – btw Colombia has nearly 100% mobile penetration, cellphone registration at around 96% of population levels and MOST 6-YEAR-OLDS ARE ILLITERATE – this anecdote shows literally nothing. When you pick up, turn over or touch the screen of an iPad, shit just starts happening – if that’s your definition of “use” then you’re setting the bar pretty low.
That anecdote breached my spleen courtesy of Ken Banks, who asks a more interesting question: What if Apple worked in ICT4D? He comes up with five points where the Apple approach would be different and/or problematic, and they’re all good points. There’s one important point which he doesn’t include, which is that great design is the product of obsession, not consultation. Witness the level of detail required to bring you an Apple product, excavated from an upcoming book by Adam Lashinsky called Inside Apple.
To fully grasp how seriously Apple executives sweat the small stuff, consider this: For months, a packaging designer was holed up in this room performing the most mundane of tasks – opening boxes… One after another, the designer created and tested an endless series of arrows, colors, and tapes for a tiny tab designed to show the consumer where to pull back the invisible, full-bleed sticker adhered to the top of the clear iPod box. Getting it just right was this particular designer’s obsession.
That packaging is a peripheral detail that most people will never notice consciously, but that’s what it takes to make a talking unicorn made of rainbows. The obvious question is, did that attention to detail make a significant difference to that illiterate 6-year-old (even if he only exists in Noer’s imagination), or was it just an opportunity to play some pinball? The most important question is this, though: does making it easier to play pinball imply anything beyond making it easier to play pinball?
I happily acknowledge that the iPad interface is a pretty keen example of good usability which has opened up computing to a new audience entirely, but it seems to me that’s as far as you can go. I thought that failing to distinguish sufficiently advanced technology for magic was something that we would have gotten over by now, but it seems to be a mistake that a lot of people are still making. On the other hand, what do I know? I don’t use Apple products; but one thing I do know is that the perfect is the enemy of the good enough.
Speaking of letting your freak flag fly, here’s Tranquility Bass.







