Appleās iPhone has always been famous for its beautiful Apps. Apps that look great visually are always preferred over Apps without the visual appeal and simplicity, even when they have exactly same functionality. Apple and Microsoft has set design guidelines for developers which allows them to create beautiful apps which are consistent with the OS. Apple in particular is known to give much emphasis on design.

Android on the other hand has always been on the receiving side of criticism for not having any design guidelines in place. Android despite having more than 50% market share of smartphones in the recent quarter, failed to impress much developers. Most of the Android Apps looked like, what we can call as ugly. With the launch of Ice Cream Sandwich, Google tried to improve on it by giving major emphasis on making Android beautiful and much more user-friendly. But improving Operating System is only one part of equation, they need to have beautiful apps as well. A third- party app that does not follow the same design principles as the OS, sticks out like a sore thumb and spoils the experience for the entire OS and not just the app.
Seems like Google has realized this fact and has come up with Android Design, new style guidelines for Android. Google has launched Android Design as a subset of the Android Developers site. The site features exhaustive list of UI guidelines for developers to follow so that their apps have the same consistent look and feel as the OS. It currently have information like typography, color palettes, and other stylistic advice, as well as a breakdown of the components making up the Android UI, will include more detailed and granular best design practice advice over time.
Having said that, Google has only provided these as suggestions instead of making them mandatory, developers can still create apps without following these guidelines. Though, I seriously hope that Android developers will create and update their apps based on the UI principle from Android, and help in improving the quality of apps in the Android Market.
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