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The iPhone User Experience and Interface is something that Apple has always worked hard on because the company is aware of exactly how much aesthetics affect a buyers choice in phones. The same stands true for iPhone apps. Your app is essentially a virtual extension of your business's brand image and dictates how your customer base will view your company. With this in mind, its absolutely imperative that your app UI and icon design reflects the core philosophy of your business, is user friendly, aesthetically pleasing and highly functional.
User Experience or UX is a direct result of just how good your User Interface or UI is. One of the first things that first time app users will notice is the look and feel of your app before they delve into its functionality. An app that is highly functional but fails to provide the right UI for a good UX is impractical towards long term success and is doomed to failure.
A well developed UI on the other hand, with all the basic and advanced elements of user aesthetics, can do wonders for your brand image and go viral practically overnight. Remember it is not enough to just have a great app idea for your business. The iPhone UI in particular has to meet the rich standards of Apple's unique design and interface. Ensuring your app is augmented with the right UI will increase its UX exponentially, which will have a direct impact on your brand and the message you wish to convey.