Linked by Thom Holwerda on Fri 23rd Mar 2012 15:09 UTC
PDAs, Cellphones, Wireless I'm currently reading Jerry Kaplan's excellent book "Startup: a Silicon Valley adventure". In this book, Kaplan, founder and CEO of GO Corp., details the founding, financing and eventual demise of his highly innovative company, including the development and workings of their product. What's so surprising about this book is just how timeless it really is - the names and products may have changed, but the business practices and company attitudes surely haven't.
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So true. Compared to the amount of money spent by a company like Procter and Gamble or Unilever in order to convince people to use their toothpaste, the amount of money Apple spends on advertising is a rounding error.

You can say that Apple products or the semi-mandatory Apple ecosystem don't appeal to you for whatever reason (and there are myriad valid reasons), but people aren't drawn to Apple products for irrational reasons, or because of "advertising."

People buy Apple products because of their inherent qualities, and people become loyal to Apple products because of their consistent quality. And Apple fans get very angry when Apple produces something that doesn't make the grade.

Apple fans get SO ANGRY in fact that they'll willing buy the next one, while shaking their fist in a threatening manner, saying "you better get it right this time!"

I never said anything about irrational reasons at all. You simply can't deny there is psychological conditioning going on with Apple products. Marketing is more than just advertising dollars. It's about image.

Have people never wondered why Apple tries so hard to defend its Community Designs? What did their Community Design actually do for "inherent quality" that warrants all the effort they're making to protect it? It's about image. The image of a featureless rectangular slab is part of the psychological game that Apple is playing.

You don't have to spend advertising dollars on psychology. Especially not when you're spending that money on defending a meritless Community Design.

Edited 2012-03-24 01:43 UTC

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