Friday, 26 September 2014
unbendium as the next unobtanium?
One of my favourite marketing examples is the use of Unobtanium in the construction of Oakley sunglasses.
For ages they emphasised the straight side bits and nose grips featuring a 'three point grip system'. If I see modern Oakleys with ear-shaped or wiggly side bits, then I automatically think they are sub-standard, under-utilitising or even omitting the Unobtanium.
Which brings me to the gambit pileup facing Apple. Will the iPhone 6s need to feature a new material? Unbendium. The gambit is because they can't solve a problem they won't want to admit to in the first place. A real case of the 'I Know You Know I Know', but needing to be handled with just eye gestures (maybe iGestures?). Okay, and maybe some stress test pictures with really big weights.
The handwaving of the announcement worked. Only later did the media have a collective refrigerator moment, thinking, "Wait a minute, it's big and thin, and made of pliable metal..."
It wouldn't take long to find a few twits tweeting about how quickly they've wrecked their new phone. By sitting on it or using it as a hammer.
I've briefly examined my iClone for the alleged fault, but even with this non-Apple engineering it'd take a serious amount of force to recreate what I've seen on the telly.
It reminds me of those groovy California 1 wooden postcards I bought in Santa Monica last year. I put them in my back jeans pocket, then later sat down and, yep, only one survived. Come to think of it, they weren't made of tempered aluminium with titanium inserts.