The Apple Way

10 Sep

Companies often strive to create and strengthen their brand in order to improve profits.  Organizations are able to sell their products with higher profit margins simply because of their reputation.  Very few companies are as successful with that as Apple Inc.  If you get a non-Apple laptop with the same specifications as a MacBook pro, you will be paying hundreds of dollars less.  The question is: “Why do people pay?”

The answer lies with its enigmatic ex-CEO, Steve Jobs.  He was a brand image on his own with a clear, innovative spirit.  He used his famous product rollouts to showcase his brainchildren. For example, the iPad presentation Mr. Jobs gave was genius.  This presentation occurred during a storm of criticism about the iPad’s functionality and practicality.  Steve Jobs walked onto the stage and essentially created a market for his product by highlighting the gap between computers and smartphones.  He was unafraid to bash the Netbook for all its uselessness in bridging that gap before he began to speak about the iPad.  He made a comparison between the two in order to help justify the iPad’s price and ended up making it the “must have” product of 2010.  He described with an artist’s zeal the ins and outs of the product he helped create. After its release, the iPad went on to sell 14.8 million units in 2010, dwarfing the estimates that ranged from 1.1 million to 7 million units.

Now that Steve Jobs no longer runs Apple, the company faces the issue of replicating his innovation and displaying that to the public.  Apple’s future lies in the ability of their new CEO, Tim Cook, to communicate with the public as Steve Jobs did.  He has presented on behalf of Apple before but never in the capacity that he will now.  He needs to convey the message that the public needs Apple products.  In the past, he has been a mechanical speaker.  Tim Cook must capture Steve Jobs’ intensity while adding his own signature to product presentations.  Otherwise, the average American will no longer feel inspired to purchase the Apple products that they don’t necessarily even need.

by Ari Rosenstrauch

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