A Report from TECHSPO Toronto 2017

I was at the TECHSPO 2017 Toronto yesterday at the Toronto Marriott Downtown Eaton Centre Hotel, having registered back in December 2016 this was an event highly recommended by an acquaintance to find out the local technology landscape.

I was anticipating a high-energy congregation of tech enthusiasts with several booths as is expected of large trade shows and expos, however, I was left disappointed at the thin crowd and fewer tech companies being represented at today’s event, while I guess my timing went awry because most of the exhibitors were at lunch break! Moreover, I’m glad I attended because there was a lot to discover about digital marketing and VR/AR from the companies (out of 13 that were represented) I was able to interact.

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Apple Is Changing User Behaviour, Not Just User Experience

The iPhone 7/Plus launched without the standard 3.5mm audio jack creating a storm on the Internet. The problem isn’t about the missing elements from a traditional user interaction perspective with a device such as the iPhone as it is about changing a user’s perception. It’s indeed very courageous of Apple to remove the audio jack completely replacing it with the lightning connector which means you cannot listen to music while charging (it’ll require a new $40 accessory). Simply put, we can’t charge AND listen to music or take calls simultaneously and we have to keep the iPhones charged. Suggesting that Apple wants the AirPods as your default hearing device regardless. Apple’s users have often had to reluctantly change the way they interact with devices based purely on how Apple defined its product line so ‘courageously’ and regardless of how frustrating it was. The astonished fans complained but eventually caved in. Now, this isn’t the first time that Apple has done something ‘courageous’ with its product line by removing a standard feature or software – the iPads didn’t support Adobe Flash (they still don’t even today), and yet if the sales numbers are correct the audience seems to have loved the iPad! From a product design standpoint with its power to innovate Apple really at the helm of changing user behaviour of this generation unquestionably. Perhaps Apple did contemplate the backlash of its decision to remove the 3.5mm audio jack from the iPhones and the ‘courageous’ comment from Phil Schiller is proof of defending itself from its perched place. So if there’s one product company which is going to affect our lives within the realm of technology and design innovation it’d be Apple.

Here’s Steve Jobs explaining ‘courage’ perfectly with Apple’s products.