How Flipboard Keeps You Glued To The Page

The new Flipboard app, released this week, looks similar to previous iterations. And for good reason.

Several years ago, Flipboard CEO Mike McCue was searching for the company's soul. He and cofounder Evan Doll had been playing with the idea of a magazine app for the age of the iPad, but they hadn't yet stumbled on the concept of making it personalized and social. The pair wasn't even set on the service's name, which they considered calling Gravity. But by then, the company's small team had started experimenting with promising app designs, inspired by the split-flap displays common in train stations.

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