As I wrote in my previous post, I’m quite admirative of Apple’s marketers. The buzz paving the Iphone relase has no precedent in hi-tech landscape. You might know this fake TV ad broadcasted on Youtube, illustrating perfectly Apple’s Iphone launching strategy:
Note: the soundtrack is Young Folks by Peter, Bjorn & John
I used to be a Samsung addict regarding mobile phones, and my current one (SGH-P300) should have convinced me that design is not as crucial as the primary function: placing calls.
But anyway, I want one…
The genious of Apple guys (designers, marketers, top managers) lies in the irrationnal relationship they built between Apple products (IPod, Computers, and now, even before its relase, IPhone) and customers.
Actually, I don’t want an IPhone because it will replace my IPod, but because I ALREADY HAVE an IPod, and a Mac Book, because I’m expecting to buy an iTV, because I am taking Final Cut Pro lessons. I want an Iphone because I feel part of the Apple community. I agree with their design choices (but who doesn’t?). I am in sympathy with the impertinent flavor of their ads.
Apple is part of the few brands I am really in tune with. Like french TV channel Canal +, Google web applications or Parker pencils, I like it!
Should I hate capitalism because it made me captive of these labels, or be grateful to marketers who designed products that fit me so well?
As a business school student, I must admit that I admire Apple diversification since 2001 and the release of the first IPod. Apple top marketers are exceptionally talented and are the company’s main asset, even before designers. They managed to build a new positionning of the brand, much larger, but still confidential, ensuring, and even intensifying the tribal behaviour of its customers.
This post is the first tagged Apple on e-remediable. I am sure that there will be much more.