Where The Tech Companies Aren't Getting It...

When Apple introduced the first iPhone, it was a monumental moment in technology. They introduced an entirely new type of a device, a phone that was capable of running sophisticated and powerful software. The reason the phone was successful, was because they developed an elegant user interface. The iPhone had serious muscle, but was presented as being extremely intuitive and natural. This interface was the key to the success of iOS.

Then came the iPad. A device that was an even further departure from the norm. Once again, Apple was in the position of trying to convince the consumer that they needed a device that never existed. They leveraged the sensation of iOS in order to explain the capabilities of this new platform. And it worked. People who experienced the iPhone were immediately familiar with the iPad. The rest is history.

But, now we're at a crossroads. I believe that the tablet and smartphone are very different devices, and should be treated as so. Tablets, in their current incarnation, are largely single-use devices. They're for browsing the web, checking emails and watching videos, usually once at a time. Tablets are much more of a casual device. Phones, however, are about speed and power. They're about getting to info as quickly as possible. They are inherently multi-tasking devices.

Then why are the operating systems the same. Besides a few minor cosmetic differences, iOS is the same on the iPhone as it is on the iPad. This no longer makes sense. People know what smartphones are for and what tablets are for. Familiarity can be achieved through consistency of user interface elements, and does not necessitate an identical O.S..

Apple isn't alone in this. Android and Microsoft both offer tablet experiences all too similar to their phone's. But I do have a feeling Apple is aware of this. It won't suprise me at all if iOS 7 is a great departure. This is a really opportunity for them to innovate in the now stagnant phone market.