Linked by Kroc Camen on Tue 15th Jun 2010 10:03 UTC
Apple Apple have updated the Mac Mini. It now sports an aluminium (no, I am not going to spell it "aluminum") enclosure, an HDMI port, an internal PSU (no power-brick!) and oddly, an SD card slot in the back. There's also an access hole on the bottom to change the RAM easily.
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RE[5]: UK Price
by Tony Swash on Tue 15th Jun 2010 17:47 UTC in reply to "RE[4]: UK Price"
Tony Swash
Member since:
2009-08-22

People who say that Apple hardware is over-expensive compared with other similar computers are often accused of missing some hypothetic point. However, I think I've never seen somebody explaining seriously and without introducing a pure troll or some kind of false information what said point is...


That's because you suffer from TAC.

The Techie Apple Conundrum (TAC)

The TAC arises often on sites such as OSNews because the attraction of Apple products, and hence Apple's huge success as a company, is dependent on features and aspects of product design invisible to almost all Techies. Thus Apples success is mysterious, vexing and ultimately challenging.

Techies for example often focus on feature lists and technical specifications and compare one such list to another and look at comparative prices and cannot understand that someone would pay more for an "inferior" spec.

This of course misses a critical aspect of Apple product design, one of the keys to the success of Apple in the consumer market, which is that for many (perhaps most) consumers having fewer technical features is a positive thing. This seems paradoxical to Techies but this is because they fail to comprehend what the actual experience for the vast majority of consumers of hi-tech products actually is - which is bad.

Consumers constantly encounter products that don't work as advertised, products that squeeze so many functions into an item that using it for its main purposes is dreadfully complex, products that even when their function should be simple (i.e. to play music, to play a DVD, to surf the web, to write emails) require a thick user manual (many of which which are often written by engineers and are thus unhelpful).

Most hi-tec products are user-unfriendly for most consumers. But not to Techies because they have technical knowledge and so can cope with poor/arcane design. In fact Techies like such products because they find technical challenges fun and because it makes them useful (they are always helping people solve their technical problems) and thus boosts their self esteem.

Some kit, almost all non-Apple desktop computers for example, are not just difficult and poorly designed but are positively scary for almost all consumers. Many non-Apple desktop computers seem very complex to operate, go wrong for no clearly understood reasons and worst of all seem to be under constant attack. Watching someone move from a non-Apple desktop computer to a Mac you can often see them slowly losing their awful, and most of the times paralysing, fear of infection and attack. As the fear fades the pleasure of using their computer increases dramatically and people start to love their computers rather than secretly hating them. Thus another mac-head is born.

The emblematic product for TAC is the iPad. Here is a product that comes on instantly, looks and feels gorgeous, feels fast, is easy to operate and does (in a fantastically convenient form factor) most of what most people do most of the time on their computer (ie browse the web, send emails, watch movies, read stuff and look at and share photos). Plus it has two huge benefits for most consumers. First it doesn't feel like a computer - this is a good thing for most people because most people's experience of using computers has been bad. Secondly it feels very safe because of Apple's curated computing model, and most users of computers have previously felt unsafe most of the time.

The very reasons that make the iPad such a huge success are the very reasons that Techies don't get it. If one product above all induces TAC its the iPad. Techies say "but Apple has an iron grip and is killing our freedoms" (people want safety much more than some obscure technical freedom), "the iPad doesn't have [insert any number of features that consumers don't care about]", "its not a real computer" (exactly).

So the continuing, relentless and accelerating success of Apple seems almost inexplicable to most Techies, "how could such products be so successful?"

The answer Techies come up are fairly predictable:

- Apple's voodoo marketing: Apple is pulling the wool over the consumer eyes (sometimes this is blamed on media hype).

- Apple's evil lock in: Apple has a locked down and closed platform, once sucked in people can't leave.

- Apple consumers and users are idiots: Fooled by marketing and glitzy packaging the sheep can be sold everything.

Because Techies believe that these are the real reason people buy Apple products (other than the more obvious reason which is that they actually like them a lot) Techies also believe that this state of affairs cannot possibly last and therefore the final piece of the Techie response to Apple falls into place. Deranged by TAC Techies often come up with the most delusional statement of all - Apple is doomed.


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