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Business 2.0 "Re-Imagines" Apple's Product Line

by , 1:05 PM EST, March 24th, 2005

In a curious, but interesting piece, Business 2.0 has published a photo-essay called "Re-Imagining Apple." The 5-part piece looks at several theoretical Apple products, each presented as 3D product mockups. What makes the article the most interesting is not so much the design of the products, but rather the designer, because he was chief designer at Apple until shortly before Steve Jobs came back to the company.

According to the business magazine, "the product images accompanying this story were created for Business 2.0 by award-winning design firm Pentagram. The project was led by Robert Brunner, who was Apple's chief designer from 1989 to 1996 and who oversaw the design of the PowerBook line, among many other hit products."

Observant Observers will note that each of the products, a "Podwatch," a wireless iPod, a "vPod" (for video), the "iHome," and the "iPhone," look like you might have expected them to look today back in 1996, and that begs the question, "what's the point?"

That said, the photo essay offers an interesting look at these theoretical products, and includes a very brief description with each one.

Observer Comments

Show: Subjects Only | Full Comments
Close Name:dhp Posts: 182 Joined: 22 May 2003
Subject: Nostradorkus

"Observant Observers will note that each of the products...look like you might have expected them to look today back in 1996..."

So, back in 1996--almost ten years ago, when all almost all Apple products were either beige ("platinum") or dark brown/black--you would have imagined sleek, rounded aluminum enclosures, iPod-style touch-sensitive scroll wheels, and white earbuds? I guess they could have hired you instead of Jonathan Ive.

Close Name:Small White Car Posts: 1960 Joined: 02 Jul 2004
Subject:

^^

Well clearly the iPod elements wouldn't have been included, but look at the Powerbook from 1995:

http://www.apple-history.com/frames/body.php?page=gallery&model=p550

When that was the coolest new thing I bet that people imagining the 'future' would have thought of slick black plastics. I can see what they meant by that comment.

Close Name:kenaustus Posts: 602 Joined: 27 Jun 2003
Subject: Just goes to show

That Apple has a lot of things that "could" be in development in the labs - especially since they have a half billion dollar R&D budget. The potential is what makes watching Apple as much fun as it is - even for RC.

Close Name:Guest
Subject: Thank goodness

that we all give RC a reason to get out of bed every morning.

Close Name:Guest
Subject: Ha! The Mac "Expert" is back!

Did anyone notice in the Business 2.0 article that they quoted none other than Happy Apple Death Knell King Rob Enderle? I name him here with a translation of his title in Japan)

"Eventually," longtime Apple analyst Rob Enderle of Enderle Group predicts, "Apple will add video, even TiVo-like capability, to the iPod."

Fortunately, the editors omitted Mr. Enderle's comment which followed: "Thus by the integration of video into the iPod line shall the seventh seal be broken. And the rivers shall flow with blood, and there shall be much weeping and gnashing of teeth. And the seventh angel will pronounce a one-day 30% drop in Apple stock, leading thence unto the end of all things."

Close Name:jacrav Posts: 268 Joined: 04 Jul 2001
Subject: Can't be …

… the same Rob Enderle. What the guy said MIGHT MAKE SENSE !

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