Apple’s results have just come out, WWDC and Google I/O are well behind us now, and we all had plenty of time to digest how Big Tech is shaping up the trends in the design, tech and product world. But why is it that – despite being perceived as innovative and trend-setting – many of the tech giants’ ‘new’ features look somehow familiar? 

Chatting with Somo’s Technical Director - Peter Michelsen, Design Director - Tizz Chapman, and Product Manager - Myers Chatterton, we’re exploring whether imitation kills innovation or drives it; why digital is more than just a mobile screen; and how analysing best-in-class examples can help you build better digital products.