Intuition, by its very nature, is simple. As the competition continued to overcomplicate things, Apple once again simplified to differentiate itself.
While the rest of us scurried around speculating about how to master secure e-commerce transactions on mobile devices, Apple leaped ahead of everyone by using one simple circle – the “Touch ID” fingerprint scanner. Users can unlock their device and make purchases on iTunes and Apple’s App Store.
It is a matter of time before e-Commerce sites leverage “Touch-ID”. Apple used technology that has been around for years but was never truly mastered on a mobile device. Now the future suddenly looks bright, problems can be solved with a swipe, and new applications are in the works. One intuitive gesture and we have the security we need, the ease of use we demand and the sticky experience that will force others to change how they interact with users.
This isn’t the first time Apple has turned to a circle to solve a complicated problem. After all, the circle worked wonders for them back in 2001 when we intuitively learned to use the iPod and the music industry changed forever.
Making it part of the OS is a game changer and will trump the features and security of apps and e-commerce payment services. Fingerprint security will quickly become addictive. Think Facebook and Twitter, which never reached their potential until they were integrated into every-day activities that people naturally performed on their phone.
Just when we thought Apple's star was dimming, they once again release something so basic in execution that it causes the rest of us to take pause and appreciate the genius of simplicity. Something as intrinsically simple as a circle has the power to solve some of the most complex challenges.