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From the Archives: frog’s Early Apple Tablet

Because of all the hype and buildup surrounding next week’s (supposed) launch of an Apple tablet, including thoughts by our own Mark Rolston in the New York Times on how said tablet may or may not succeed in the marketplace, the folks here at frog design opened up the archives to find some early prototypes our designers created for a young Steve Jobs back in the early 80s. Yes, good innovation can take a while.

The “Bashful” — named after the story-book dwarf in Snow White — was created alongside the Apple II computer series as an extension of the Snow White design language that frog Founder Hartmut Essligner helped create for the company in 1983. Concepts for this early pre-touch tablet included one with an attached keyboard and one with a floppy disk drive and convenient handle for maximum portability. An attached stylus helped the user interact with the screen. One frog/Apple tablet concept also included an attached phone.








frog is a global design and strategy firm. We transform businesses at scale by creating systems of brand, product and service that deliver a distinctly better experience. We strive to touch hearts and move markets. Our passion is to transform ideas into realities. We partner with clients to anticipate the future, evolve organizations and advance the human experience.

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