In a highly extraordinary example of creativity and high-design, the iPhone captures the 2008 Creativity Awards Grand Prize Winner. Why so unusual? This event is judged by the advertising community where ad campaigns and 30-second spots typically rule.
A POV from one of the judges: “The iPhone. Iconic design or iconic brand? Simply put Apple leads the way as an iconic brand, but importantly it uses iconic design to express this in everything it does. People often confuse the two, but Apple has both, and this is what makes it connect with niche emotional intensity to a mass global market.
The power of its design lies in its graceful simplicity, human intuitiveness and its relevant functionality. These are the things that make the iPhone, like all icons, inimitable, idealized and create a strong sense of belonging. Iconic brands are special because they carry deep evocative meaning. They speak to our most powerful desires and have a defining impact on us. They are an inextricable part of our lives, identity and culture, their biggest challenge is evolving with the times always feeling desirable.
All cultures are defined by the artifacts they leave behind, be it stone tools, pyramids and so on. In the future (if not already) the iPhone will be considered as important a cultural milestone as the Ford Model T, Concorde, Walkman and the Chanel two-piece to name a few” — Jonathan Ford, creative partner, Pearlfisher.
Two and a half months after launch (and after a price cut), Apple announced it had sold a million units (at this point, Jobs would remind folks that it took two years for the company to move a million iPods) and recently Apple announced it was on track to meet its goal of selling ten million iPhones worldwide in 2008. Having successfully leapt from its familiar stomping ground into the new mobile frontier, the iPhone set a standard that all mobile companies must now meet. And with Apple’s recent unveiling of the iPhone SDK (software developers kit, which allows third party wizards to create applications for the phone), things have only just started to get interesting.
What is the iPhone? iPhone is a revolutionary new mobile phone that allows you to make a call by simply tapping a name or number in your address book, a favorites list, or a call log. It also automatically syncs all your contacts from a Windows PC, Mac, or Internet service. And it lets you select and listen to voicemail messages in whatever order you want — just like email. iPhone is available in an 8GB model for $399 and a new 16GB model for $499.