Dispute and revelation of "Smart Island": What kind of innovation can impress users?

After the release of the iPhone14, the innovation that caused the circle of friends and the industry in the industry was an inconspicuous "smart island". However, this seemingly inconspicuous small function has recently fell into a controversy of "plagiarizing Android manufacturers".

The smart island is a UI interaction designed by Apple to make up for the defects of the pill screen. Liu Haiping itself is a screen design defect, but Apple adjusts it into a area of ​​a pill in the new product. A series of interaction functions such as windows are concentrated here, and the flexible changes are the interactive mode of "smart island".

This interactive design turned the defect of the pill screen into a highlight, leaving a deep impression on the user. Soon after the press conference, there was a hot search on the smart island, and the circle of friends was also swiped.

Smart Island has also attracted a lot of consumers to pay for it for it. On the night of September 9th, the iPhone 14 series pre -sale was too hot, which caused the Apple official website and other channels to collapse almost the entire board. From the reason for many consumers to buy the iPhone14 series, many consumers think that the innovation of 'smart island' feels fun and fun. Want to experience it.

What are the differences in a smart island that is trapped in plagiarism?

Smart Island has caused plagiarism disputes. The AndroidCentra website believes that at least 5 features on the iPhone 14 series have plagiarized Android, at least also drawing on the inspiration of Android manufacturers, including smart island, punching lens, Changliang display, dynamic refresh rate, car accident detection The so -called new features have been played by Android manufacturers such as Huawei and LG.

According to the saying, the smart island function of the iPhone14 Pro series models has been adopted as early as the LG V10. The machine has two screens on the front. The 160x1040 resolution A secondary screen can develop more functions with this sub -screen -switching applications, music players, flashlights, and so on.

From the perspective of the industry, this is very similar to the smart island. But the author's opinion, LG adds a fast side screen and makes an extra functional task bar. It is very rough in visual perception, which is an extension of a hardware.

Of course, there are many sayings that are similar to the Honor V20 and Meizu and Huawei NOVA series. These solutions are basically unlocking around the camera to make a notification of breathing lights and circular electricity.

Relatively speaking, the practice of the Honor V20 is a relatively deeper step -a single digging hole based on the upper left corner, the capsule of the real -time call time through the former drug pill and UI. In fact, there is a initial prototype of "smart island", but it also stops here.

On the whole, the Android camp focuses on the function of lighting in this regard, compared with Apple, lacks human -machine interaction, and focuses on how to beautify, similar to "making tattoos on scars". The core is to cover up the visual discomfort brought by the visual level of the camera module, and it does not impress consumers.

The difference between the iPhone14 Pro is that it reminded from simple information to upgrade to system -level design interaction — feedback interaction through dynamic effects, strengthening interaction operations around users and camera modules.

This may be the key -why did Android manufacturers not cause consumer collective orgasm in the past, because its core purpose is only for concealment, but not in -depth thinking and carefully designed its interaction -it is a relatively static design, quiet Lying in the corner, it is not the protagonist of the first screen, it is disappointed.

To some extent, relatively speaking, Apple may also get inspiration from the design of other Android manufacturers, and then enlarged the interactive fun of this design -including displaying album cover, enlargement of Face ID authentication icon, do not disturb mode message, music, music, music, music, music, music, music, music, music, music, music, music, music, music, music Card, countless notifications, etc., have made it the protagonist in a specific scene in a specific scene.

In contrast, Apple is attractive that it is no longer a simple UI deformation, but a system -level interaction.

And this design has not been seen in the past -unlike Android manufacturers' digging landscaping design, the smart island turned this area into a dynamic pattern with telescopic elasticity, dynamic, and variable. Various third -party dynamic designs form a software and hardware fusion mode.

Static becomes dynamic, boring becomes interesting, giving people a refreshing feeling.

This may be a perception and interesting innovation.

Just as many people saw the previous plans such as Samsung, LG, Meizu and other Android manufacturers, they would lament: This is actually two different things.

Zhu Haizhou, the product manager of ColorOS, said that Apple is equivalent to the original notification system, card, and pop -up control public specifications in the system. Match, this is not something manufacturer wants to learn, because the Android side, the folding screen shape of the folding screen under the screen of the manufacturer's machine is different, it is difficult to use a set of specifications to perfectly adapt to all machines.

As some people say that the design of cows is not the design of the smart island, but Apple allows third -party software developers to adapt to the interaction of smart island, which itself constitutes a complete closed loop of software and hardware interaction ecosystem.

In essence, from the perspective of the book "The Species of the Running", we can regard the "concealer scheme" of these manufacturers as "divergent from the original point and create valuable possibilities in the controlled range", which is similar to The bees are looking for food, and they do not know which area is the most abundant. Therefore, scouts are sent to start in all directions in a fan -shaped, flying to different distances. The mobile phone manufacturers are based on the existing pain points to generate different options. The key problem is that from the origin, the direction of the exploration is different, different, and different from far away.

In the author's opinion, the concealer design of other manufacturers may inspire Apple. On the basis of this, Apple has further thought. Based on this, combined with consumer interests and interactive design, it is Design of smart island.

In fact, if many manufacturers have made careful design and believe that the design is an original highlight design, it will apply for patents at all a long time ago and protect them. Once other manufacturers copied, they can resort to complaints through complaints. The law and the pair of books are resolved.

But from the current point of view, there seems to be no manufacturer's application for relevant patents at the design level, and listed it as a key promotion direction. Instead, Apple has done a very strict confidentiality and patent design on the "smart island".

For example, Apple can only be announced at the press conference in order to keep the "smart island". Someone will leak in advance or apply for patent protection in advance before the press conference. It can be seen that Apple attaches great importance to this function.

Luo Yonghao's comment reflects why the hammer mobile phone fails

Regarding the design of the smart island, Luo Yonghao also made some reviews. He said that the function of the smart island was also developed on the basis of Apple's hardware. Somehow.

Luo Yonghao also said that Android has already had better solutions such as small black spots, lifting cameras, and under -screen cameras on the screen. There is no need to do more.

Luo Yonghao's thinking is limited, in fact, it just reflects why the hammer mobile phone fails.

But Luo Yonghao is unclear that the iPhone's Facetime camera and sensor need to support Face ID unlocking and the center of the Center Stage character. It requires the imaging quality of the Facetime camera and the Face ID of the sensor. at this point.

Luo Yonghao did not see why the smart island attracted users -if we were not good at determining the quality of innovation, then we should first feel from the intuition. And if you are not sensitive, it is best to figure out why users like it.

Innovation must face consumer needs, consumer demand has visible and unpredictable interesting needs. The former is the basic needs, and the latter is the need for upgrading.

Over the years, mobile phone manufacturers have been repairing and supplementary, including Apple itself have been squeezing toothpaste, promoting chip performance upgrades and video upgrades. These are all rigid needs for users. These upgrades are necessary and important, but it is not fun. Manufacturers are doing it, it is still the continuation of the inherent gameplay of the mobile phone industry in the past.

The innovation mentioned by Luo Yonghao is actually more focused on the hardware level that the manufacturers are doing, and more of the dimensions that the public want and see.

But the ideas of the smart island have made more innovations that people have never seen -because in the general expectations of consumers, Apple will move from the hardware level to gradually reduce the bangs. Consumers do not expect that Apple will play like this way like this will play like this. Essence

We know that in some jokes, there are often three people's scenes. The first setting scene, a dialogue with the second person, the third person to break the prediction and produce a humorous effect -laughter often contrary to people's predictions.

Innovation is also the same. For consumers, for a consumer electronics innovation, people are looking forward to what they have never seen, fun, interesting, and novel. If you pay too much attention to the upgrade of conventional experience, consumers may Unable to excite it for it.

Luo Yonghao's little black dot, a lifetime camera, and under -screen camera, which is the same as the general public, can think of hardware innovation, and it is not a collaborative interactive experience of software and hardware. This innovation is within the category of public cognition.

As Benjamin Franklin said: "If everyone's thoughts are similar, it is tantamount to thinking." No one is thinking. "

What breakthroughs did the smart island give the manufacturers?

The smart island actually gave another revealing direction for other manufacturers to break through.

What kind of innovation and innovation of consumers can impress consumers. It has always been a question that many manufacturers are thinking.

Our manufacturers often pay attention to many grand themes or existing pain points, such as battery life, image upgrade, etc., including always paying attention to certain core indicators -such as running points to overcome friends, but ignores ignore Innovative innovation with fun, fun, and futuristic is the needs of consumers.

For ordinary users, at the level of mobile phone performance, there is no significant pain point.

At the mature stage of smartphones, consumers are not only paying attention to the pain points of existing, but more things that need to be a bit different -such as those small ideas that have not been seen and never thought of. The relaxed, fun, make people happy and useless small innovation. The aura island can actually be regarded as a useless micro -innovation, but because it is interesting and expected, it has formed recognition and impact.

Judging from the attention it triggered, this was not estimated in the industry before, but it may be in the expectation of Apple, just as Jobs said: "Consumers do not know what they need, until you show it to you to show it to it So far. "

The other layer of this sentence is actually that the upgrades that can be visible to the naked eye are actually not the most impressive users. The things that impress users are often outside the user's cognitive range.

You have taken out what the user has never seen, and this thing is a little interesting, you may move them. This may be the inspiration of Apple's smart island to the manufacturer.

Over the years, large manufacturers, including Apple, have been repairing and replenishing toothpastes. In fact, consumers have been waiting for new gameplay and interactive innovation, but in fact, micro -innovation such as Gamina Island has catered to consumers’s consumers’s. Looking forward to ——

Although it is said that in the past, Android manufacturers have been covering the landscaping around the icon to cover the icon in order to cover up the screen flaws, but they have not evolved to the interaction and innovation level of the scene.

The smart island is a scene design innovation. After it is switched to a certain scene, its animation effect will adapt to the display mode and range of this scene. For example, after switching to the music scene The magnification shows that the noise is completely lingering.

Of course, this innovation is not complicated at the technical level, but it brings a little interest to the boring and static beautification in the past.

And is this small taste so important? It doesn't seem to be a useless innovation, but it is precisely this useless innovation, which has attracted consumers 'attention and may change consumers' purchase demands.

Judging from today's market competition, because domestic manufacturers such as Xiaomi OV do not control the hard power of chips, they pay particular attention to what they lack.

But in fact, competition sometimes is not just a linear upgrade around the performance level. The competition can also focus on a single point that an opponent has not noticed. It will explore it deeper and farther. One point, even this fun can be useless.

This revelation may be summarized by David Igman in "4 Thinking Characteristics of Innovators":

When you cannot know if the user needs these inventions, or whether they accept these innovations, instead of staying within a certain range of exploration, a better way is to produce a series of different ideas in the existing point from the origin of the origin. And creativity.

Therefore, from the perspective of the sought after the aura island, at the level of creative breakthroughs in mobile phones, domestic mobile phone manufacturers still have the opportunity. The key is whether you can fully expand your innovative imagination and make users have never seen it. However, there is a highlight of the funny functions of early adoption. Breakthroughs in an inconspicuous single point may be another breakout path.

Author: Wang Xinxi TMT senior commentator.

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