Many companies say incorrectly: "We want a consistent look across all platforms." which is a very bad approach. First of all it is not possible unless most of your applications become really bad, Blackberry cannot support the richness of iPhone and iPhone is not Android. Users of each platform are used to different levels of experience and are used to different type of experience. Each platform should be considered separately.
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My favorite quotations..
“A man should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, fight efficiently, die gallantly. Specialization is for insects.” by Robert A. Heinlein
"We are but habits and memories we chose to carry along." ~ Uki D. Lucas
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