The recent launch of the iPhone X has jolted the customer excitement with impressive new features and spectacular OLED screen. iPhone X is the combination of compelling design but also an impressive look, and this has left no doubt in the technology spectators to see more out of Apple than ever before.

Apple has confirmed its one of the most expensive mobile phones, which is yet to be on the market until November 3rd,  but what makes it the most expensive phone? To find out, the starting point is the Insight analysis of iPhone X specification. OLED screen, Face recognition technology, 3D animated emoji, etc. define the new ambition of the company but meaningful change that everyone is talking about is the design and this make the iPhone X the most expensive.

Why does this design cost $999?

Introduction of the android OS by Google has revolt the market by empowering the mobile manufacturers to concentrate their energy on hardware technology while Google will develop the OS for them. This has opened the new path for smart mobile manufacturers to input their efforts in designing the language for their product. While Google can concentrate on OS development with cutting-edge features for addressing and provide solutions to the user’s request.

While many took  advantage of this opportunity,  Samsung took the lead forward and introduce astonishing look, design and hardware specification with impressive OS features. This has set the new language for the smart mobile industry as well as has changed the customer buying behavior.

Nowadays, Product language is the point of attention to the companies like Samsung, Apple, Hawaii, Xiomi, etc. to utilize it for outlasting their product from the mediocre to premium class.

Product design encompasses product language as well but it was never considered much in businesses as a tool to gain the leverage in the market. Product language carries the meaning of the product to the users and as strong as the meaning is, the more compelling the product is. The product language meaning is subdivided into difference and coherence. The difference refers to the perceivable properties of a product: the design. The design is the perceivable meaning to the user and tool to restrict how the information communicated to and for.

The complexity involved in achieving the perceivable difference is to unitize the regional perceiving behaviors of the consumers. This has much to do with our brain orientation. The orientation changes with the language we speak; People from Arab world perceive the meaning differently than the people from Europe, or the way we live; Right-hand drive or left-hand drive.

While coherence is the something that is set to be standard and meaningful for the consumers. This applies to its functional properties as well as to its formal qualities, a certain style of interaction, a problem that is solved — or rather addressed — by the product, and so on.

Big companies spend energy and resources to balance between difference and coherence, while the market has entered the era of design innovation, where we now see the new meaning of the technologies from past and current. As the relationship between hardware and software is getting more optimized, the product language is becoming more vocal and active than ever before. Impressive design and smart OS features give the strong meaning to the product, which is easier for the user to perceive and project.

Many new smart gadgets use technology that is not new to us but now more optimizes with the hardware and software and with the impressive design. This has changed everything for the user and empowered the product to bite the price of its own choice.


This article is based on the short analysis on the Apple’s new strategy. The analysis is performed using the model called “Innovation of Meaning” and the book “Design Driven Innovation” by Prof. Roberto Verganti