No one is surprised, or should be, that Apple stores are overflowing with people, many over 50 years old, standing in line for hours to get an iPad. iPad is the trending topic again on most major social networks. Saturday habits for many were changed today by a company that has the "magic."
Under Steve Jobs' leadership, Apple has done what few businesses in the history of this world have achieved. They have continued to launch product after product, each one with more "buzz" around it than the previous. Even more remarkable is that during this process they alone have created seismic shifts in industry after industry.
Apple created a level 8 earthquake in the music business. So, simple, yet so brilliant. Many doubted that Jobs would pull that off. Naysayers were provenwrong way before the billionth iTunes song was sold. They did the same in the cell-phone business. It is Apple who created the vision, for the people of the world, that a mobile product could be powerful, beautiful and easy to use. They are in the process of impacting the publishing business, the magazine business, the newspaper business and the internet at those same levels of magnitude. If you ever asked yourself what is web 3.0. Well you and I are about to find out. The web as we know it, because of Apple, is about to radically change.
I love Apple products. Everytime I'm in a city, whether London, New York, Los Angeles or Tel Aviv I will go into an Apple store. I own more Apple products than I should given that one of my rules in business, a rule that I break quite often, is "do not pimp my ride." Meaning, if an expense doesn't make current members more likely to stay, get new members on the site, or if it doesn't directly increase income then it isn't necessary. With this rule, I should not be using a MacBook since it doesn't meet this criteria. Why do I break my own rule and why do other people spend their rent money to buy an Apple product?
It's the orgasm. There is an aura around Apple products. A magic. Something that extends beyond the actual product. Apple knows how to tap into our psyche at a deeper level than almost any other company has done on such a grand scale. Yes, Polo shirts were big in the 1980s, as were Saab convertibles for one year, Harleys made a come back, and Saturns were going to connect America and Bill Gates was going to have a computer on every desk in America. Apple, is different. In the history of brands, there has never been such a deep rooted, overwhelming love affair, by such a large group of people for a product and a company.
Consider this. We are in a recession. This current recession is only topped by the Great Depression of the 1930s. Yet, visit any decent sized shopping center, with an Apple store in it, or a major city. Go into store after store. Then go to an Apple store. And you'll discover, if you haven't already, that it's the only store in the entire mall or city that is teaming with excited and over-passionate consumers. And, it's not as if there aren't cheaper alternatives.
If you're curious about human psychology, buying habits, brands, society and business, have you considered why? Why does Apple have the ability to create such an astonishing brand experience that causes people to go bonkers over getting their newest, latest product? Hey, the Kindle is/was cool. It was one of the coolest device of its kind when it came out. Yet you didn't have to stand in a "virtual" line to get one. What's the difference? I believe it is that Apple has the magic. Jobs is the magician.
Jobs has an uncanny ability to influence his companies' culture in a way that makes the impossible, seem possible. Apple employees believe that they too have that magic. They know that not only can they and will they create something so unique, remarkable and different - but that their creation will cause millions, all over the world, to gratefully give up 1,000s of dollars to have one. And this is during a time of massive uncertainty over our future existence as a species. Is that really the reason why Apple succeeds where others dont? Are we at the point where massive numbers of people are justifying the purchase by saying, "fuck it, let's spend all our money on Apple products, since they make us feel really significant, connected, excited and certain that we can be cool, because we may not be here next week."
Probably not. What is it then? I believe that what Jobs has is an unbelievable gift. He knows how to meet our human needs, through a product better, than anyone on this planet. If you have ever owned an Apple product you know with absolute certainty that you feel cool about it. You also know that Apple product magically connect you to to "an elite" group of people. And these aren't normal humans. These humans are humans who are making things happen, humans on the cutting edge of humanity. And, through your perceived membership and connection to an "elite" group, Apple further meets your need to feel significant.
So, what's wrong with this? Well, nothing. However, in some weird way, it means that to be part of this world you essentially pay "to sleep with Apple." What do I mean by this? Apple's marketing formulae, as described below, is akin to what your partner wants in bed. It's really like sex and connection. Except, perhaps, for the payment part. Or maybe not? It may be interesting to analyze whether, if a human Apple product user's needs were met more by their partner', would Apple have fewer customers? I'll save that for another post because whatever the case, Apple clearly knows how to deliver the goods and meet customer needs, at a depth that no other company has come close to.
Apple's 2 Step Marketing Formulae
Step 1: The Apple Tease. Apple teases the world with glimpses of what, "you could have, can have, may not have, may have, will have." They then, through anonymous and carefully timed underground tease releases, repeatedly tease the world, with another new insight about the soon to be released product. Typically we are "teased," by someone "who believes" or "has heard" or the closer to launch, even "claims to have seen" the next Apple product. A product that, "will have a feature that is so exciting, so crazy great," that anyone who reads, uses a mobile phone, laptop or writes, or for that matter walks - thinks, "wow, I want that. I could have that, it's Apple so this must be true, I must have that, I will get that. However, I wonder can this really be true. It sounds to good to be true. My parents told me don't believe anything that sounds too good to be true. Well, it's too expensive anyway. I'll just wait until these rumours are confirmed." Apple repeats Step 1 over and over until they are ready for the final count-down.
Step 2: Climax. At the appropriate moment, after this constant, carefully timed, and orchestrated build-up - one that creates a psychological fervor - akin to teasing someone in bed and not letting them orgasm or the moments before sharks go into a feeding frenzy, Apple releases the iPad. The tech-set orgasm. Internet afficianados give up plans that they had and instead stand in line for hours, with the hope that they will finally find nirvana. Once you get your hands on one of these beautiful machines, that must have been created by the gods, you ascribe it all types of qualities. Qualities that many significant other have been waiting years to hear . The best part, the device isn't only great, it far exceeds what "even you thought it would do and be." The magic continues. Over time, your new "friend" surprises and delights you. And then one day, not to far into the future, it ends when word gets out about Apple.
"Apple is releasing something newer, cooler, sexier. younger. better looking, that performs at a more intense level. And the best part, it lasts even longer. And just like that, your orgasm with Apple's last product ends, and you're back in the clenches of being teased by Step 1 of Apple's Marketing Formulae. Again though, you love it. The anticipation. The teasing. The needing. The wanting. The excitement. The passion. The connection. The soon to be climax. The sense that you know how amazing you will feel when you get your hands on the next Apple product."
I almost forgot the best part of the dream world that Apple creates for it's customers. Apple doesn't leave your old friend behind. Apple makes sure that your old "friend" gets along really well with your "new friend." How much more ideal could your life be. Now there are 2 Apples meeting all your needs. I wonder, would you do that for your significant other or would they do that for you? Apple certainly does.
And, by the way, Apple has already planned your next orgasm, and the ones after that, and the ones after that...and may even have plans for when your children are old enough to get swept into the web of Apple.
By rhyanjames.info
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