Emojis in sentences (sorry about the danish)

Apple seems confused: who is the target audience for their new iPhone?

by Kasper Friis, Technolution

To me, Apple’s new digital visual updates and communications speak to two widely different segments:

1st:
On the one hand, the typography has become thicker. Probably for increased usability associated with impaired vision for the more mature audience. An example is the calendar icon.

2nd:
On the other hand, words are substituted for emojis, given a form of communication that is especially relevant to a younger audience. Honestly, Emojis, in my optics, can confuse more than they benefit — the synonyms with an emoji heart are, for example, many. And then it simply ruins the reading flow (maybe it’s the old man inside me talking here).

Tighten up, Apple!

… or is it just me who cannot understand Apple’s new visual design and communication?

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