Good User Experience can cause a revolution. It is not like Apple invented the smartphone, but designing a smarter way to interact with a device can have a major impact on the market – and thus on the brand. I recall PDAs with a pen where you had to learn a special way of writing to operate it.
Brands need to adapt to the user, not vice versa. Have a look, how phones looked like before and after the introduction of the iPhone:
(Photo via Josh Helfferich)
Hurray to the touchscreen. This demonstrates that investing in user experience at relevant brand touch points can have a tremendous impact.