Posts Tagged ‘Apple’

Apple just launched it’s iPhone 5S and 5C. If ever we needed an example of how moral — i.e., psychological — factors can outweigh physical, material factors in business, then this is it. I am a big fan of Apple products. I have an iPhone, Macbook Pro, and iPad. However, even as a fan I have to admit that I was surprised by the effect that the iPhone 5S has had, with long lineups to get one. The high-end models appear to be outselling the low-end models by a large margin. This just goes to show that psychologically, Apple and its products are miles ahead of competing products. Even though the latter are roughly speaking equivalent in functionality and appearance, consumers still have an emotional attachment to Apple’s products. The media speculation ahead of the launch of the two new iPhones and the public enthusiasm for them demonstrate conclusively that curiosity and emotion drive people to commit to a company’s products and services beyond just the technical and functional characteristics. As with military strategy and tactics, psychological factors are a huge force multiplier.

Food for Thought
Have you created an emotional attachment with your customers, employees, suppliers, distributors, and managers?

© 2013 Richard Martin. Reproduction and quotes are permitted with proper attribution.

Apple’s (and ATT’s) difficult introduction of the iPhone 4 should be seen by the company as warning signals. Instead, Jobs and company seem rather more interested in minimizing problems and taking their customers for granted. Case in point: When faced with reception problems with the new iPhone, Jobs tells people to “hold it different.” Really? That’s the best you can do?

I’m a big Apple fan. I have a Macbook Pro and an iPhone. However, I am seeing behavior that is classic in business. Success breeding arrogance. Maybe we should state it as a new law of nature. Meanwhile, Google is coming on strong with Android, on both phones and tablets, and other manufacturers are not giving up terrain so easily, such as RIM.

This is the perfect opportunity to move in on Apple’s turf. The technical know how and design can be created by others. The advantages that Apple has had are not forever. They have to keep moving forward and, especially, not take their admirers and customers for granted.

© 2010 Richard Martin. Reproduction and quotes permitted with proper attribution.