Apple is all out of displays. If you purchase a Mac Mini or a Mac Pro you’ll need to buy a 3rd party monitor to go with it. They no longer make any monitors. It might not sound like a big issue, but this is a failure on all 3 points of the original Apple marketing strategy of 1977. Let me explain why. Continue reading 〉
Today is 7 years since the iPhone was launched. Continue reading 〉
The Apple Computer Co. Philosophy – 1977
In 1977 when the Apple Computer company was created they put their principles down in a one-page paper called “The Apple Marketing Philosophy”. It had 3 points. Empathy, Focus, Impute.
Empathy was about empathy with the customer: Truly understanding the needs of the end user better than any other company.
Focus was about eliminating the lots of unimportant things so as to do a good job of the important.
Impute is about having the packaging impute a sense of quality into the product when the person opens the box, because people do judge a book by the cover. Steve Jobs later said ” When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product” (Steve Jobs p78)
Empathy is about understanding people. Focus is about doing a few things well. Impute is about good marketing. I think Apple still do all these things exceptionally well. The iPhone 34 years later embodies this philosophy.
“When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.”
“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.”
“Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important.”
One thing I like about buying an Apple product is the “ah” moment when you open the box and get it out for the first time. That moment of admiring the design and congratulating yourself that you’ve spent your money well. Last week I had an even better moment that involved returning a Macintosh that I was unhappy with. Here is my experience with Apple. Continue reading 〉