With the post winter wearing on, the number of people finding their phone contracts up for renewal is increasing, and thoughts are turning onto when the right time to upgrade truly is, especially when the next big thing most be only months away. It’s a truth universally unacknowledged that every person in possession of a phone wishes they had an iPhone. Unless of course, they have one, in which case they wish they had a better one. Despite the antenna problems, people seemed surprisingly unperturbed and endless magic boxes with the famous apple logo continued to fly off shelves throughout 2010. But with an iPhone successor every summer for the last four years, it seems likely that people will note the pattern and wait it out, wounding iPhone 4 profits in the meantime.
So, what’s the key to improving the reception over the iPhone 4? With reference to recent Apple patent applications, the it has emerged that Apple are planning on making your reception the business of their logo maker. That is to say that the logo assembler on the new manufacturing line will be assembling the antenna at the same time. The apple design philosophy has long been about minimising parts: few buttons, few inserts and a two part shell. In a departure from this, the new iPhone will have a logo-shaped insert in the rear face of the phone. The logo antenna will enable Wi-Fi, Cell and GPS reception and transmission on the whole range of Apple electronics: iPod, iPhone, iPad and iMac.
Entrusting such an essential function to your platform into the care of your custom logo design itself is quite a statement. It’s an intelligent solution to a rather mundane problem that has plagued Apple for most of the iPhone’s product life. You have to put your logo on the device, so why not make it do something genuinely functional? At the risk of failing miserably to be profound, it seems poignant that the apple logo itself is now literally at the centre of a communication exchange that the brand has been metaphorically a part of for four years. But will the logo remain unchanged by its integration into the electronics? At the very least, the expectation is that the antenna logo will be made of plastic, a departure from the etched metal logos of previous iPhones.
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