IOS 14 Customization Trend: The Consumer’s Dilemma
Is it best for Apple consumers to follow the status quo? This is a question that has sparked incessant debate in the technology industry. In order to effectively analyze the significance of Apple trends in the consumer market, it is helpful to apply fundamental concepts of user experience and network theory. First, some argue that Apple considers both the interactions between users and its products and the social and emotional aspects of purchasing Apple devices. Essentially, consumers have learned to buy into the company’s design aesthetic and technological prowess. However, it is important to note that Apple products have numerous social implications that are often overlooked. It is not uncommon to see articles in the popular press refer to Apple products as “sleek, streamlined, and minimalistic.” As a result, similar products may be deemed inferior or incomparable to Apple devices.
To determine the potential social implications of Apple’s influence, I researched the impact of the launch of Apple’s new software update. Although it has been less than a month since its release, IOS 14 has sparked intense debate. The software update, which was first mentioned in June of this year, allows users to customize their home screens according to their personal preferences and interests. For example, a user that is particularly fond of pastel color palettes can create a home screen that reflects his or her preferred color scheme. However, some members of the populace argue that the update is pointless, while others assert that it promotes creativity.
After the update’s release, users were faced with two decisions: updating their devices and conforming to the trend, or refraining from updating and ignoring the trend. Each choice has distinct caveats that must be considered. If users choose to update, they may maintain or gain popularity within their social network. However, if users choose not to update their devices, they may lose popularity or acceptance within their social networks. According to two articles published within the past two weeks, the trend to update appears to be gaining momentum. On the other hand, I must note that the decision to either update or not update is time-sensitive, as trends tend to last for short periods of time. If a user updated within a week of the update’s release, he or she may have a more positive outcome in comparison to a user that chose to delay the updating process. In other words, updating soon after the software update was released makes it more likely that he or she will take part in the customized home screen trend with members of their friend group.
The scenario described above can be considered as a two-player game between Apple users that update to IOS 14, and Apple users that do not update their devices. The game itself is a variation of the Prisoner’s Dilemma example in game theory. The main idea of the game is that each player has two options, and their outcomes depend upon each other’s choice; in this case, the two options are “Update (U)” or “Don’t Update (DU).” In my game, “Consumer’s Dilemma,” each user wants to have a higher payoff than the other user, but he or she must consider the choice that the other player will make. To depict this, I have constructed a payoff matrix below:
Ex. matrix with User 1 and User 2
In this matrix, a higher number is equivalent to a better payoff. For instance, if User 1 decides to update to IOS 14 within the first week of its release, but User 2 decides not to update, User 1 gets a payoff of 2 and User 2 gets a payoff of 0. User 1’s payoff of 2 represents increased popularity within the social network of individuals who follow the customization trend. Another example is as follows: if User 2 updates within the first week of the update’s release and User 1 updates 1 month after the update is released, User 2 has a payoff of 8 and User 1 has a payoff of 5. In this case, both users receive a positive payoff, however, User 2 receives a larger payoff because he or she updated to IOS 14 sooner.
The IOS 14 customization trend is just one example that illustrates the concept of Prisoner’s Dilemma and the spread of information within networks. In this day and age, it is likely that another technological trend will soon replace the IOS 14 customization trend. All in all, it is important to consider the impact of network theories like Prisoner’s Dilemma on our understanding of social networks and societal trends.
Sources:
https://www.cnbc.com/2020/09/21/ios-14-drives-aesthetic-iphone-home-screen-trend.html
https://www.apple.com/newsroom/2020/06/apple-reimagines-the-iphone-experience-with-ios-14/
https://www.vox.com/the-goods/2020/9/22/21449844/ios-14-iphone-update-widgets-how-to