Skip to main content

If You Want To Beat Apple, First You Have To Be Apple-like

 
Every company on the technology sector wants to be like Apple. To sell electronic devices at premium prices,  with exorbitant profit margins and religion-like customer loyalty. The things is that none of these companies have actually tried to understand why Apple has achieved its success or how it has managed to maintain it despite the tragic loss of a high-profile leader.
 
Apple has built its empire by making compelling products that do things which persuade buyers to change their way of thinking.
 
The iPod was a better way of consuming music. Once people experienced the flexibility of the music player and the ease of use of the iTunes Music Store they stampeded to abandon record stores and CDs.
 
The iPhone took mobile web browsing and made it a joy, at a time when WAP and mobile websites were common the iPhone offered a far superior portal to the joys of the internet. It wasn't a great phone when it launched, but Apple delivered update after update to both hardware and software, maintaining backward compatibility all the while.
 
The iPad brought the ease of use of the iPhone to a big screen and computing into the lounge. Apple didn't worry about the effect of its new tablet on its computer sales. Conversely as the iPad has hit a trough Apple has released the MacBook which potentially disrupts in the other direction.
 
All the while Apple has maintained a quality customer experience. From the Genius Bar in Apple Stores throughout the world, to the standardised connectors which meant that accessories could be re-used between generations.
 
Apple has a clear focus on delighting and supporting users. No person ever walked away from an iPhone and said it was too difficult to use. Nobody walked out of an Apple Store feeling that they didn't have a source of information that would resolve a problem or assist in completing a task.
 
For the Samsungs and Googles of this world, who lavisciously eye those profit margins, beating Apple is about beating Apple, in features, in costs, in innovation.
 
They're getting it very wrong. Before you can hope to beat Apple you need to think like Apple, treat customers with the same respect that Apple does and give them a reason to love you.

Comments

Popular posts from this blog

F1: Robert Kubica Impresses In Renault Test Run

The car may be old but its the performance of the driver that's the story here. Robert Kubica returned to F1, after a fashion, earlier this week with an extensive test run in a 2012 Lotus Renault F1 car at Valencia.
The age of the car and the circuit were likely determined by F1's current rules which ban testing, but the reason for Kubica being in the car is far more interesting. Considered by many to be a potential World Champion and certainly one of the fastest drivers of his generation, Kubica's F1 career seemed to be over after a 2011 crash whilst driving in the Rally of Andora. His Skoda Fabia was penetrated by a guardrail in the high speed accident partially severing his right arm.
Up until last year Kubica has been competing in rallying, with the expectation that the limited movement in his repaired arm would prohibit a return to single seater racing.
So this week's test is both interesting and confusing. Interesting because Kubica completed 115 laps of the ret…

Panos Panay's Defence Of Microsoft Surface Hardware Sounds Eerily Familiar

This weekend I went out with my ten year old daughter to select a laptop for her school year beginning in January. The schools requirements are quite specific, requiring a Windows 10 device, with a preference for a touchscreen and a stylus. She chose a Surface Pro, after trying a large number of different options. Having seen the way I use my own Surface Pro - and tried it herself there was only ever going to be two options - and the other was a Surface Laptop.
I tell you this so that you understand I am a buyer of Microsoft's products through choice, not compulsion. I'm on my third Surface device now. 
So when Panos Panay dismissed reports of the death of the Surface hardware line, I was very interested to see exactly how strong these denials were. Especially how they reflect what has gone before. To whit: Windows 10 Mobile.
Panay claimed that Microsoft is in hardware for the long haul. Almost exactly mirroring the words of Terry Myerson, when he claimed Windows Mobile was g…

WhartonBrooks Indiegogo Windows 10 Mobile Even More Doomed To Failure Than Usual

WhartonBrooks is currently crowd-funding its latest Windows Mobile smartphone on Indiegogo. If crowdfunding isn't already a bad enough idea, a company trying to crowdfund a Windows Mobile device should be warning enough for you.
Not that anyone seems to be taking the project too seriously. With a few weeks left to run the campaign has managed to ensnare just 2% of its $1.1m target.
If you want a better indication of how few Window Mobile loyalists remain I doubt there is one. Of 3,900 Windows Phone enthusiasts Wharton Brooks was seeking for its new phone, it has managed to entice just 50.
Windows for Phones is dead, even if the corpse hasn't stopped twitching yet.