As pre-new-iPhone speculation reaches fever pitch, I caught up with this concept for a touchscreen phone, from RKS Design. Known as the Mimique, it?? ??esigned?to work with Google’s Android platform. In other words, users could customize the look of the phone or download exactly the applications they need, thus allowing as-needed customization and significantly extending the lifespan of a phone. Such personalization is exactly what C.K . Prahalad and M.S. Krishnan are talking about: the unique, individual experience of millions of consumers. This particular phone may just be a concept, but the reality of such applied design thinking isn’t far away.