Forget the Cupertino keynote, if you have missed GQ’s Men of the Year in the Christmas rush, then I recommend everyone download Condé Nast’s new GQ January 2010 app for the iPhone. Why? Because it’s a great example of the future of interactive design.

I’ve said it before and I will say it again; the future for magazines is not in creating browser-based web pages. We’re hopefully past the days of newsletters formatted in MS Word, or experiencing websites with terrible typography, microscopic little pictures and business-card sized videos, not to mention, those tiny little ads embarrassingly hidden in the corners, jumping up and down saying ‘click me, click me!’ It’s all more annoying than the donkey in Shrek.

Despite the amazing advances in functionality on the Internet over the last few years, design in digital channels is a long way from the offline aesthetic renaissance spurred on by desktop design programs like Quark Xpress. One only needs to browse a newsstand and marvel at the freedom of design, where bold, beautiful, creative typography are sensually entwined with stunning imagery. Even the Wall Street Journal runs color photos now! In contrast, type in the URLs of these same publications and prepare yourself for a walk through a design desert.

Yes, templates hold consistency, but like themes variations in classical music, they’re supposed to be deliberately broken to add interest or context. Good design adds value to the communication; it doesn’t just deliver information. It’s exciting and part of entertainment and we all know HTML just can’t do that. Connection speeds wouldn’t even let you send it if you could. Also, Flash is not the saviour and only a mere gimmick that doesn’t even rise to the level of commercial art.

So why am I now as excited as teenage boy who has just discovered a discarded copy of Playboy in a country lane? Well, starters being able to ‘pinch’ and ‘squeeze’ Rhianna… Ok, no that’s not it (lie, lie!).

Consider the fact newspapers close down on a daily basis as they struggle to make ends meet as advertisers abandon them. The ratio of ads to editorial in the print world is 60:40 or higher and online is shamefully a long, long way from anything like that.

Stop and observe the newsstand and notice the ever-shrinking physical magazines to pocketsize away from A4, and that many newspapers have now moved away from broadsheet formats. Next, hold up an Amazon Kindle next to one of those little mags – not too dissimilar is it? Watch how you flick through a magazine, getting to the article you want, taking in the visual fluff from all the pretty pictures including those ads that get you salivating over that latest hot hatch. Ah, so this is what all those rumors of the impending full-colour, networkable 10’ Apple iPad being launched on Joe public was all about.

Look back at the GQ app on your iPhone.

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