Tablet Zero

The global slapfight between Apple and Samsung shows no sign of abating - a victory here, an injunction there, a ruling here, a reversal there - like Aesop's goats, neither will give way and chances are they're both going to end up the worse for it, though not likely at the bottom of a ravine. It doesn't mean that the conflict doesn't furnish some interesting topics for discussion, however. Just recently, Apple submitted written testimony by an expert who shares their perspective on Samsung's design decisions, and very kindly helped to compile a list of things Samsung might have done to differentiate its product. For example, Samsung could have opted not to make their tablet rectangular, or done away with the front bezel, or given it a "cluttered appearance." Excellent suggestions! Not surprisingly, there has been some discussion of Apple's rather ridiculous list of design elements it claims as its own. It's a good time to examine the creative decisions around the iPad from a different direction. It seems to me that Apple laid a trap for the entire consumer electronics industry, and they fell for it hard. And it's really a triumph of positioning and branding. They essentially branded the tablet's Platonic form.

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