Well Designed Products: Challenges from the Apple Verdict

The recent Apple vs. Samsung tussle and the subsequent court decision has already commanded tons of virtual and real ink in media. Various experts are analyzing the likely impact of verdict in various contexts, but they all agree on one point – the impact of the verdict will be substantial, and will be felt across many disciplines.

The most obvious impact of the decision will be on the domain of product design, since the main question was copying of the design. With fast developing technology and advanced features available for buyers, the design of products has become a deciding factor in buyer decision.

Apple vs Samsung Battle

Then, there is the utilitarian aspect of product design – is design for design’s sake enough, or does it have to have a practical value too. I look at my LG 3D TV, and I find that its Cinema Screen Design not only makes for good looks, it also serves a much practical purpose. The extremely thin bezels make for really immersive viewing – and a theater like enhanced experience for the viewer.

But I also find that the thin bezel design of the LG Cinema Screen 3D TV is becoming more of a norm. For example, Samsung’s new range of Smart TVs also offers a very thin bezel. So, has Samsung copied LG’s design, or vice versa? Sometimes, in introducing a new feature or benefit, different products may come out with similar designs – and the thin TV bezels are definitely an example of this.

LG Cinema Screen 3D TV - An Iconic Design

However, companies will definitely learn to introduce differentiators so that an Apple vs. Samsung type of situation is avoided. In the process, they will be able to introduce innovators that really set their products apart. Again, coming to LG 3D TV, I will like out to point it out as an example. When every other TV maker was favoring active 3D, LG turned to passive 3D. They utilized the FPR screen and spent their energy on developing more comfortable, flicker free 3D glasses, instead of just going with the conventional shutter glasses.

This approach has an obvious advantage – it creates an important product differentiation. As a result of focusing on passive 3D, LG 3D TVs have occupied the leadership position in passive 3D TV space. The comfortable, lightweight and cheap glasses have become an important USP for LG 3D TVs.Using the FPR screen also enabled LG to introduce another important innovation – the Dual Play feature. This feature is especially useful for gaming, when multi-player or co-op modes can be enjoyed without the split screens. This is again an example of a company leveraging its different design to introduce more product differentiators. The last word in the Apple vs. Samsung battle is still not written – this battle and the subsequent decision will have long lasting repercussions. Let us see how the product designers cope up with the challenge. But one thing is sure, innovative concepts like Cinema Screen design of LG 3D TV and Dual play feature will provide an important opportunity for manufacturers to stand out from the clutter.