inessential by Brent Simmons

Justin on iPad magazines

Justin Williams writes about the experience of dowloading issues for GQ, Esquire, and Sports Illustrated on an iPad.

Remember, kids. The first rule of mobile development is that no one gives a fuck about your brand. A splash screen with a giant logo is something that makes editors and marketing directors feel good, but to a user it just feels like a meaningless delay.

While working with our TapLynx partners, I learned that splash screens were at the top of most everyone’s wish-list. Animated splash screens especially. They’d point to other apps that had them and ask why couldn’t they have them too.

I’d explain how and why those apps were doing a disservice to their users. But it didn’t matter. Splash screens are chocolate plus crack plus sex plus a big juicy steak to marketers.