Why technology becomes more and more "mother gun"? -IPhone, technology, rose gold-IT information

40 years later, Apple is no longer "not those who want to"

Despite the many companies in the technology sector has a long design tradition, but as we have seen in recent years, many mobile phones and computers are crazy metal jacket, we cannot deny that Apple technology in nearly 30 years of industrial design have a decisive influence.

But Apple started to cool in recent years explosions, even cool a bit drab colors of black, white, silver, strange color that gradually changed to ridicule by customer, especially rose gold launched last year, causing much controversy.

Initial media that Apple just wants to break into the women's market, but then more and more men began to fall in love with rose gold, resulting in scientific and technological communities noted that "technology Niang shot" phenomenon.

Rose gold love knot

Wired (Wired) recently wrote an article, mention "rose gold" (Rose Gold Phenomenon):

How men struggle with the color thing, in "rose gold" is very interesting.

A Reddit user said: "I am thinking of buying a rose gold iPhone, but my friends all laugh at it too her guns. Do you think? ”

On this argument, actually reflects men's rose gold behind the "philosophy": a little hesitant, a little love, but there are more doubts.

A short video of the campus earlier stated: "rose gold iPhone is not Gay! ”

In this identity crisis, falls in love with rose gold men began to call it "brother of gold" (brosgold).

Wired noted "rose gold" is not "mother not mother", nor does Apple want to break into the women's market, but a "trend."

Pantone color research and development of the company is the world's most authoritative body (no one), they are elected annually, "color of the year" (Color of the Year), is the focus of the fashion industry, and this year they chose the Rose Quartz pink (Rose Quartz) and peaceful powder blue (Serenity):

Connection from the aesthetic point of view this rose gold, think of rose gold mobile phone mobile phone users can bring calm, also on behalf of mobile users began to care about trends and appearance, and rose gold is a symbol of luxury and wealth.

So, Apple chose rose gold is a very smart move.

However, the connections are wrong. Rose gold is not the phenomenon rose behind a series of moves, is the phenomenon .

Color revolution

Before Apple introduced the elusive color rose gold, they have tried to change the "gray metal box" routine:

In 2013, the Apple iPhone 5C changed a cool tradition, with colorful plastic casing, iPhone 5C because of its cheap plastic feeling the results and ignore the key.

According to the official version on the day, they are not provided with metal materials to achieve vivid colors, therefore cannot but use plastic.

Apple's designs dominate in the tech world for more than 10 years, fashion has always been behind the reversal of its minimalist (Minimalism), and every few years have advocated "minimalism is dead" argument.

Of course, Johnathan Ive, Apple's design Chief Director does not know everyone is tired of this kind of high style and colorful iMac G3 as the creator, he's also impossible not to like the colorful design.

But, even he in 2000 up on constantly in iPod Shang test bright of color, but may is Apple in black, and white, and silver three color of high cold image too in-depth people, plus more and more young think iPhone no longer cool of when, he decided to in iPhone Shang return plastic, Subversion Apple years of high cold style, in iPhone Cc Shang used has at began popular of "new very Jane doctrine" (Neo-Minimalism):

New very Jane doctrine is based on traditional very Jane doctrine of a new trend, it also share has very Jane doctrine of based, as avoid not necessary of decorative and skills, but with Shang sharp of fluorescent light color (Neoncolor) to replaced traditional very Jane of monotone color, purpose is out very Jane doctrine of rigid concept, to harmonic "traditional" and "young of perceptual".

Unfortunately, when the media and users are just ganged up on the new carrier of minimalism, iPhone 5C's "plastic" feeling, not mobile phone design itself coupled with the end of 2013 iPhone in China, the noble image of the iPhone to the Chinese market is very important, lead to Johnathan Ive, the changes failed.

Sex with rose gold

Later, the famous Apple public relations veteran Ken Segall pointed out that iPhone 5C in fact with a lot of risk because the plastic of the Samsung Galaxy has been criticized for texture than the iPhone.

When we see Samsung can still not use metal when clearly understand Apple's strategy failed.

However, Apple iPhone after 5S design also has said it was launched "local tyrants".

There is no doubt that local gold really makes iPhone image is more luxurious, more attractive to Chinese local who likes to show off, so media thinks this is a move against the mainland market, but many people don't pay attention to: Apple "champagne gold" color iPhone 6 a palette (pictured), the iPhone looks more yellow, more warming of 6.

In short, the gold iPhone is more "noble", it also makes a cool iPhone more warmth, more accessible to the task.

In 2014-2015, the fashion industry began to appear "minimalist" varieties, previously the "new minimalism", overly saturated, bright fluorescent color reaction: "frigidity" style.

A lot of people thought "cold wind" in pursuit of "cool", but it was misunderstood. So-called sexual style, called Normcore, is Normal (normal) and Hardcore (extreme) combination, they seek is the normal, extreme is not prominent, and environmental integration into a whole.

Chief Executive of Pantone Leatrice Eiseman says:

We met the first time I saw no sex (unisex) color wheel, there are combination of colors and styles for men and women, this colour can arouse our natural love of the gentle quiet timeless appreciation .

Due to the Normcore in pursuit of the most common, and integration of styles, so this designer does not use Normcore bright colors, but they still love the colorful eye-catching pink tones, and love is nature's "nude" (nudecolor). IPhone5s local iPhone6s and gold, rose gold, is the kind of very close to skin color nude tones (below). So, we face in iPhone6s after the big wave Niang shot color, is also to a certain extent as a result of Normcore style trends that no gender.

Abandoning the high cold material

Starting from the 2007 year, Apple's Aqua interface from previous styles of jelly into cable metal cold style, to meet the 2006 launch of the aluminium PowerBook G4.

In 2013, the iOS7 using the new interface, new color scheme (below), to match color multi-iPhone 5C iPhone 5C misfortune, let you forget to change iOS 71 starts high style in the past, gradually adding new hues of nature, warm and quiet.

Therefore, this kind of cold, touch the cold metal, is no longer in line with Apple's image.

As we all know, whether jobs, Johnathan Ive, loves Japan Zen calm and quiet, and either Normcore, Neo-Minimalism or that young and gentle colours, also with Apple in recent years in advertising, showing off the sense of warmth and technology very similar to remember 2013, Apple in the critically-acclaimed "misunderstanding" ads?

Apple's increasingly warming to the image, instead of cold metal casing do not match, so they slowly cool hues on the color temperature. However, the future Apple will reject that kind of cold, feels very cold metal material?

Supply chain news, Apple will completely give up on the iPhone7 metal, porcelain (Ceramics) material. As for true or false? Still out. However, the question is no longer "whether," but "when".

But Apple's "extermination" metal "move will once again meet sliding iron furnace? Who has only recently started on metal technology to mobile phone manufacturers and how? Also unknown.

Reinvent ourselves,

Ireland Commission on design and technology program director AlexMilton said:

Apple create a brand of genes turned out to be the neck chains, making it difficult for them to change.

Jony Ive had was the power of design, but his challenge was whether "reinvent ourselves?" Was only on hold? Apple needs to find a new design language, but the biggest challenge is: "which way"?

I think Jony Ive took Apple from there, find the necessary new directions, but for now, this is the biggest problem.

Apples from the tangled metal style of the Decade, to this day, "mother gun color" began to be widely accepted, represent them out of the "reinvent" the first step .

We do not believe that Apple rose gold, plastic, or ceramic is "not those who want to" and would never think that this is what a great innovation. In the market, and early advanced plastics guru Nokia, also has a very early attempt to use ceramic HTC One s.

However, for now the streets are black, white, silver color metal housing computers and mobile phones is extremely deep close in style, Apple really wants to kill metal casing, making the iPhone a warmer, more natural, also this dreary, and added a new warmth.

为什么科技宅变得越来越“娘炮”？ - iPhone,技术宅,玫瑰金 - IT资讯

四十年后，苹果不再“非同凡想”

尽管在科技界别上有不少的公司也有悠久的设计传统，但当我们见到近年不少手机和电脑都开始疯狂的采用金属外壳，我们就不能否认：苹果对近三十年来科技界别的工业设计有举足轻重的影响。

但苹果近年开始由酷得爆炸、甚至是酷得有点单调的黑、白、银三色，渐渐改为被广受吐槽的奇怪色系，特别是去年推出的玫瑰金，惹来不少争议。

最初媒体以为苹果只是想打入女性市场，但后来愈来愈多男性开始爱上玫瑰金，惹来科技界注意到“科技宅娘炮化”的现象。

玫瑰金情意结

连线(Wired)最近写了一篇文章，提及苹果的“玫瑰金”现象(Rose Gold Phenomenon)：

男性如何纠结于颜色这回事，在“玫瑰金现象”里其实十分有趣。

其中一个Reddit网友说：“我在考虑买一台玫瑰金iPhone，但朋友们都笑它太娘炮了。你们怎看？”

关于这种争辨，其实反映出男性对于玫瑰金背后的“哲学”：有点犹豫、有点喜爱，但更多的是疑惑。

早前某个校园短视频就公开声称：“玫瑰金iPhone不是Gay！”

在这种认同危机下，爱上玫瑰金的男人开始叫它作“兄弟金”（brosgold)。

连线注意到“玫瑰金”现象的关键并不是“娘不娘”、也不是苹果是否想打入女性市场，而是“潮流”。

Pantone公司是全球最权威的色彩研究和开发机构（没有之一），他们每年选出的“年度色彩”(Color of the Year)，都是时尚界焦点所在，而今年他们选的是玫瑰石英粉红(Rose Quartz)和宁静粉蓝(Serenity)：

连线从审美的角度看这次玫瑰金现象，认为玫瑰金的手机能给手机用户带来平静、也代表手机用户开始在乎潮流和外观，而且玫瑰金也象徵了奢华和财富。

所以，苹果选择了玫瑰金是一种很聪明的举动。

可是，连线错了。玫瑰金并不是现象，玫瑰金背后的一系列举动，才是现象。

颜色革命

苹果在推出玫瑰金这种诡异的颜色之前，他们就曾尝试改变“灰色金属箱子”老套路：

在2013年，苹果推出的iPhone 5C一改以往高冷传统，采用多彩的塑料外壳，结果iPhone 5C因其廉价的塑料感而忽视了重点。

根据当日官方的说法，他们是因为不能在金属材质实现鲜艳颜色，故此不能不用塑料。

苹果的设计在科技界称霸的十多年来，时尚界其实一直都想颠覆其背后的极简主义(Minimalism)，每几年就有人宣扬“极简主义已死”的说法。

诚然，苹果的首席设计总监Johnathan Ive不会不知道大家都很厌倦这种高冷风格，而且作为多彩的iMac G3创造者，他也不可能不喜欢多彩的设计。

可是，即使他在2000年起就不断在iPod上测试鲜艳的颜色，但也许是苹果在黑、白、银三色的高冷形象太深入民心，加上愈来愈多年轻人觉得iPhone不再酷的时候，他毅然在iPhone上回归塑料，颠覆苹果多年来的高冷风格，在iPhone Cc上采用了当时开始流行的“新极简主义”(Neo-Minimalism)：

新极简主义是基于传统极简主义的一种新潮流，它同样分享了极简主义的基础，尽量避免不必要的装饰和技巧，但用上鲜明的萤光色(Neoncolor)来取代传统极简的单调色彩，目的是摆脱极简主义的僵化观念，从而调和“传统”与“年轻的感性”。

很不幸地，当时媒体和用户都只纠结在新极简主义的载体──iPhone 5C的“塑料”感，而不是手机设计本身；加上2013年年尾iPhone入华，iPhone的尊贵形象对于中国市场极为重要，导致Johnathan Ive的这次变革最终失败。

性冷淡与玫瑰金

后来，著名的苹果公关老手Ken Segall指出，iPhone 5C其实带了不少风险，因为三星的塑料 Galaxy也一直被批评质感远不如iPhone。

当我们见到三星最终也不能不改用金属的时候，就明显了解苹果的这个战略不合格。

可是，苹果在iPhone 5S的设计里也留有后著：那就是当时推出的“土豪金”。

无疑，土豪金的确让iPhone的形象更为奢华，更吸引喜欢显摆的中国土豪们，故此媒体都认为这是针对大陆市场的一次举动，但是很多人都没留意到：苹果这种“香槟金”色在iPhone 6做了一次调色（上图），让iPhone 6的看起来更黄、更暖。

简言之，金色的iPhone除了是更“尊贵”，它还有让高冷的iPhone变得更温暖、更易接近的任务。

在2014-2015年开始，时尚界开始出现了“极简主义”的变种、也是先前“新极简主义”、过度饱和、鲜明萤光色的反动：“性冷淡”风格。

很多人都以为“性冷淡风”追求的是“高冷”，但那其实是误解。所谓的性冷淡风格，英文名为Normcore，是Normal（普通）和Hardcore（极端）的结合体，他们追求的是极度的普通、极端的不突出，与环境融和成一体。

Pantone的行政总裁Leatrice Eiseman说：

我们会见第一次见到无性别(unisex)的色盘，里面有男女合用的颜色和款式，这种颜色能唤起我们对自然的热爱、对温和宁静的永恒欣赏。

由于Normcore追求最普通、最融和的风格，所以尽管Normcore的设计师一样不会使用鲜艳色彩，但是他们仍然很爱多彩而不抢眼的粉色调，而当中最爱的是自然的“裸色”(nudecolor)。iPhone5s的土豪金、和iPhone6s的玫瑰金，都是那种很接近肤色的裸色调（下图）。所以，我们在iPhone6s出现后所面对的一大波娘炮颜色，某程度上也是因为Normcore潮流那种无分性别风格的结果。

放弃高冷的材质

至2007年之起，苹果的Aqua界面就从以往的果冻风格变成了拉线金属的冰冷风格，以配合2006年推出的铝合金PowerBook G4。

但在2013年起， iOS7上起用了全新的界面、全新的配色（下图），以配合色彩多端的iPhone 5C，但iPhone 5C的不幸遭遇，让大家忘了iOS 7一改始以往的高冷风格，渐渐加入自然、温暖和宁静的新色调。

因此，今天那种看到冰冷、触摸着也冰冷的金属，与苹果的形象愈来愈不相符。

众所周知，无论乔布斯也好、Johnathan Ive也好，都十分热爱日本平和恬静的禅宗文化，而无论是Normcore也好、Neo-Minimalism也好，那种年轻而温和的色彩，也与苹果近年在广告里，所卖弄的温馨而人性化科技感十分相近中还记得2013年苹果那个广受好评的“误解”广告吗？

苹果在形象上的日益增温，与其冰冷的金属外壳渐渐不配合，故此他们在色彩上慢慢把高冷的色调升温。但是，未来苹果会否唾弃那种看到觉得冰冷、摸着十分冰冷会的金属材质？

据供应链消息指，苹果会在iPhone7上完全放弃金属物料，改用陶瓷(Ceramics)材质。至于孰真孰假？不得而知。不过，问题已经不再是“会否”，而是“何时”而已。

但苹果的“灭绝金属”之举会否再一次遇上滑铁炉？那些最近才开始在金属工艺上着力的手机生产商又如何？也不得而知。

重新创造自我

爱尔兰设计与工艺委员会节目总监AlexMilton曾表示：

苹果精心创造的一个品牌基因，最终变成了颈上的枷锁，使他们难以改变。

Jony Ive已经是设计界的当权者，但他面对挑战是能否“重新创造自我”？还是只能就此停滞不前？苹果需要寻找一种新的设计语言，但当中最大的挑战是：“向哪一个方向走”？

我相信Jony Ive能带领苹果离开原地，找出必要的新方向──但目前来说，这还是最大的难题。

苹果从纠缠十年的金属风格，到了今天“娘炮色彩”开始被广为接受，也代表了他们走出了“重塑自我”的第一步。

我们绝不认为苹果用玫瑰金、用塑料、或是用陶瓷就是“非同凡想”、也绝不认为这是什么了不起的创新。在市场上，早就有有高级塑料宗师诺基亚，也有很早就尝试使用陶瓷的HTC One S。

尽管如此，我们对于目前满街都是黑、白、银三色金属外壳风格的电脑和手机感到极度深闷，苹果真的要干掉金属外壳，让iPhone变得更温暖、更自然，也能为这个沉闷的科技界，添上一分新的暖意。