Flipboard, a popular social newsreading app for the iPad, is launching its long-awaited iPhone app Wednesday.
The app, which displays feeds from both formal news sources and social networks in a magazine-like format, has been entirely reengineered to serve the unique habits of newsreaders on the iPhone: That is, users who want to access all of their newsfeeds in quick, short spans without sacrificing what Flipboard CEO Mike McCue describes as “the notion of bringing beauty to these posts.”
Flipboard has streamlined its signature tile format into a single stack, which users can move through not by swiping right to left, but from top to bottom. McCue says this is a more natural movement for the iPhone and in our early tests, we have to agree. As they scroll, users can also mark interesting-looking headlines for later reading — handy for quickly gathering must-read material.
One of the more welcome new features is Cover Stories, which pulls up stories Flipboard’s algorithms determine are most relevant to you and the people you care most about. The feature, McCue says, will improve the more you use it.
Next, Flipboard plans to bring Cover Stories to its iPad app. After that, the company will focus on making both apps more relevant for users in various international markets. (Just yesterday, a Chinese version was launched.)
And what about Android?
“Very gradually we’ll go to other platforms,” McCue says. “The iPhone app was almost a completely new product. If we were to go to another platform you’d see a similar level of thinking go into the experience.”