cultural interfaces and mobile phones

In the chapter ‘The Interface’ from The Language of New Media (2001) Lev Manovich talks about how cultural interfaces on computers try to strike a balance between the conventions of general-purpose Human-Computer-Interfaces and conventions of traditional cultural forms. In using a computer and its interface we want to know that menus and icons are the same in each application so we know what we are working with, but also want there to be originality, an important factor in modern culture, in the display cultural media objects. I think there is a similar thing with mobile phones . When buying a new phone, we want to know that the menu and certain icons will be familiar and easy to use but at the same time, wanting it to be original in its features with the latest media technology.