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For my inaugural post, I’d like to talk about the significance of something which I feel was overlooked in last week’s announcement of the new iPods– the completion of the switch from Apple’s signature double-shot plastic to aluminum cases.

Why do I blog this?

At Design Less Better, I specialize in the parts of our projects that people are most likely to see: graphics, product housing, packaging, etc. As a designer, at a minimum, I can be expected to fulfill the functional requirements of a product and make it look good, but I submit that a well-designed surface can deliver much more.

To illustrate this, I’d like to talk you through what Apple has done with their new product housing, to illustrate how a change in material addresses not only how their product looks, but a range of other design issues, as well.

Recapping Apple’s new rollout: aside from the iPhone/iTouch form factors, the latest updated models included a newly-squarish nano and the original iPod rebranded as ‘Classic’. What’s missing from all of these models? Plastic bodies. In fact, aside from the MacBooks (which are next up for a redesign– mark my words), there is very little plastic to be found on any of Apple’s products these days. Even their website has gone aluminum:

Image Credit: FFFFound! via: swissmiss.

It’s hard not to catch the switch; Gizmondo certainly did. But no one is asking “why?”.

The most obvious thought is that this is part of a new branding strategy, and that is certainly true. Apple has made a conscious choice to move away from the once-innovative uses of plastic that previously defined their products. And why shouldn’t they? Look who is using a double-shot process these days: Nintendo (the DS), Sony (the new PSP slim), and Microsoft (the Zune). There are plenty of other examples out there, but these are big companies with big design budgets and all they can think to do is copy the iPod. Apple had to distance itself not only from direct competitors but from competing aesthetics that chip away at its brand.

Welcome to the Metal Age

So aside from changing their looks, what does the switch to aluminum accomplish for Apple? A few things:

A greener Apple. Apple has been taken to task recently for its less-than-green practices, so I’m surprised that they didn’t tout the reduced environmental impact of aluminum. As a metal, it is much easier to recycle and less toxic than polycarbonate/ABS (i.e. it’s not made out of oil and chemicals). Stretching a bit further, it uses less material overall and weighs less, so it may take less energy to ship (if nothing else, it cuts Apple’s costs). I’d estimate that it takes about the same amount of energy to produce, however. Of course iPods are still filled with toxic components, but on the outside (you know, the side people care about), they’re a little more earth friendly.

Thinner is More. Apple likes to tout how thin each new version of the iPod is compared to its predecessor, and it’s a good tactic. Even when you’re getting the same technology as before, a thinner form factor can make you feel like you’re somehow getting more. Nowadays people expect each version to be a little lighter and thinner. Apple may have been up against a wall, because plastic can only get so thin before it gets brittle. Moreover, Apple’s signature look uses two layers, so the best they can do is double the minimum. Hence, I believe, the switch. Metal can deliver the same performance at thinner gauges than plastic. Anodizing raises the surface somewhat, but it’s negligible. In the end, for at least one generation, Apple can keep up its shrink streak. I’m going to assume that they can’t shave off much more material and are going to count on smaller components to slim down the iPod into the foreseeable future. That, or release new form factors that can’t be compared as easily.

Metal = Quality. iPods have a reputation for accumulating scratches. Of course, the stainless steel back essentially accentuates them, but people don’t want to see them all over the front of the case. Anodized aluminum is more resistant to wear and scratches than plastic, so it may cut down on visible signs of iPod aging. It dents, but doesn’t shatter. It’s got to feel more solid, too. It doesn’t stain as easily or discolor over time like plastic can. Finally, metal makes them look tougher, and that’s just badass.

Cracking the Surface

I haven’t seen anyone else out there scrutinizing the aluminum cases; mostly because Apple didn’t break anything by making the switch. This is critical. While the outside appearance of Apple’s products has changed, the performance of the new aluminum designs compromises nothing and, in fact, keeps the brand moving forward in more subtle ways.

So you see, surfaces can be deep. The best design is never superficial. Customers can often see right through it, and, more importantly, it’s a missed opportunity to do more.