Apple and Nokia –once, two super brands; and today all they have in common is their competition with each other in the global smartphone trade. Both have different intentions, the former trying to ride on its success in the PC, tablet and TV accessory market while the latter trying to recapture its lost dominance in the handset market. However, both are focussing on differentiating their products, particularly, software and devices rather than user interface.
Nokia, unlike other handset companies, has the privilege of changing about absolutely anything in Windows Phone following its deal with Microsoft. However, Nokia has done its best to maintain a UI consistency with other such devices to avoid any unwanted variations in the smartphones. Moreover, it has gone on to create its own apps such as Nokia Maps, Nokia Transit and Nokia Music, which are tied to these cloud services and have enhanced Nokia’s propositions.
While, like Microsoft, Apple does intend to maintain some consistency across its platforms, it isn’t too concerned about fragmentation on the Mac. What is essential is this balance against the optimization for input methods and form factors in user familiarity. The introduction of Launchpad and other full screen applications to the Mac did not compare to the unbelievable changes Microsoft is making with the Metrofield Start screen. However, it is believed that this new move will favour new Mac users and alienate the older members.
While the enhanced Launchpad is still available in Mountain Lion, Apple has shifted its focus to the latest major OS update. It borrows from iOS but what is significant is the introduction of Notes and Reminders and a notification feature that outdoes Windows’. Share Sheets and Documents offer new options without much use of support services such as Dropbox. There is only nominal change to the existing user interface and that should be appreciated by old and new users alike.
In both cases, it is obvious that platform vendors have complete control over user experience, and applications and services have become the area to specialize in for better returns rather than exploiting user interface to its fullest.
