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Ken Segall, who contributed to Apple's 'Think Different' Campaign, thinks Smartphone Innovation is nearing its End



The full text of the various versions of the Think Different commercial were written by creative director Rob Siltanen and copywriter Ken Segall, along with input from many on the team at the agency and at Apple. Ken Segall made several statement during a press conference this morning about Apple after giving a lecture about the power of simplicity at the Jeju Forum hosted by the Korea Chamber of Commerce and Industry.


Segall, a former creative director who spent 12 years with the late IT guru Steve Jobs marketing iconic products said that people still think that Apple's success is in its pioneering work that revolutionized the world with devices beyond imagination. But it is a misled idea and in fact, it is quite the opposite. "Apple's version of innovation is not being the first in the world to come out with the new kind of product category."


Before the iPhone, there were phones that had small screens and keyboards, but it was Apple that made them the best, becoming a leader. "Steve was quite unique and will never ever be replaced. So it is impossible for Apple to be the same. But I think his value is there, and brilliant people are there, so things move forward. I think the innovation is happening in a same pace, really."


The marketing expert also added that innovation in the phone category is nearing its end, just like PCs, though there is still room for innovating voice activation.


Segall noted that "I think phones are very mature products right now, (we should) not necessarily expect huge leaps. It could likely become a commodity as we all move toward wearable technology."


The video below touches on different aspects of Steve Jobs as a leader.  



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