Rene Ritchie, iMore
When people said they wanted a netbook, Apple understood they wanted lighter and smaller, and gave them the MacBook Air, and cheaper, and gave them the iPad. When people said they wanted multitasking on iOS, Apple understood they wanted to play Pandora while surfing the web or answer Skype calls while checking their email, and gave them specific API for just that. When people say they want bigger iPhones so its easier to read and they can see more content, Apple might, for example, give them iOS 7 Text Kit and deference and call it a day.
People tend to describe the solutions they think they need rather than the problems they’re experiencing, yet many companies respond to the former rather than doing the much harder job of figuring out the latter. Not Apple. Apple figures the hell out of that type of stuff.
Well put, Mr. Ritchie! One of my favourite Steve Jobs quotes is, “people don’t know what they want until you show it to them”, which is a philosophy to live by at Apple. Rather than going for the most obvious solution, Apple aims to find different and often times better ways of fixing a problem. They took their first stab at addressing the “more content” problem with the taller 4-inch Retina display last year. iOS 7 takes that one step further by introducing shrinking and disappearing nav bars and UI elements, allowing even more of the chrome to get out of the way of the content. Just imagine how great the larger screened iPhone will be when it finally does appear, coupled with a comfortable 16:9 aspect ratio and the space-savvy iOS 7 UI.