How many technology products try to appeal to the "smart" you? The "stylish" you? How many of them are not made by someone other than Apple?
In the technology business, there is an acronym known as FUD: Fear Uncertainty Doubt. Some companies try to sell their products that way. Apple does just the opposite. With Apple, they sell you on SSQ: smart, stylish, quality. It's a very positive message.
Look at this page: Apple - iTunes - What’s new in iTunes. You see words like "genius" and "brilliant". You see the emphasize on quality items like High Def and Enhanced Accessibility. If you go over the Apple products on other pages, you see this again and again.
It's not just that the products are promoted as simple to use and well designed. There is strong association with Apple -- and therefore you -- being smart. And stylish. And one who recognizes quality.
Lots of companies, including big ones like Microsoft, make MP3 features. Some have better features or cost less. But I believe people like associating with products that make them look smarter. More stylish.
What I expect to see is more technology companies adopting this approach. If you are developing technology, you should ask yourself: will this make my users feel more positive about themselves? Does your product make your users feel "smart" or "dumb"?
In the technology business, there is an acronym known as FUD: Fear Uncertainty Doubt. Some companies try to sell their products that way. Apple does just the opposite. With Apple, they sell you on SSQ: smart, stylish, quality. It's a very positive message.
Look at this page: Apple - iTunes - What’s new in iTunes. You see words like "genius" and "brilliant". You see the emphasize on quality items like High Def and Enhanced Accessibility. If you go over the Apple products on other pages, you see this again and again.
It's not just that the products are promoted as simple to use and well designed. There is strong association with Apple -- and therefore you -- being smart. And stylish. And one who recognizes quality.
Lots of companies, including big ones like Microsoft, make MP3 features. Some have better features or cost less. But I believe people like associating with products that make them look smarter. More stylish.
What I expect to see is more technology companies adopting this approach. If you are developing technology, you should ask yourself: will this make my users feel more positive about themselves? Does your product make your users feel "smart" or "dumb"?
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