Shorts
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Bastards with Taste
People think of Apple as an industry leading company that makes beautiful and usable products, while also taking care of its customers in a way few other (if any) companies in the industry do. Somewhere in the back of their minds they know that Apple is like any other company that wants to make money, but that thought is lost in the emotional attachment they develop with their brand new iPhones or iPads. So it’s interesting to see people’s reaction when intentionally or unintentionally, Apple makes a mistake. Every other company has a field day, and they jump on their little window of opportunity to make themselves appear better. Of course, they botch it up with petty potshots and clever insinuations.
At the end of the day, people remember the product, not what you said about it. People remember what it looks like, how it makes them feel when they open it and turned it on. They don’t remember the hundreds of things you told them that it does better, but they will remember that it made that family picture you took five years ago look so much more beautiful you had ever seen it. Apple sells you an experience, not just a product.
Anybody who has ever bought a Nokia knows that the high point of your emotions are over about two minutes after you’ve turned your phone on. After that, it’s just a tool to get things done. But with things like the iPhone and iPad, a Macbook or a Macbook Pro, your journey has just begun. These too are tools to get things done, but Apple’s screwdriver comes with a rubber grip.
Apple might be a corporate company like others in that their goals are the same — to generate profits. So is the goal of a cab driver. But you’ll remember the taxi that smelled beautiful and had leather interiors, not the one that had a funny sticker at the back of the driver’s seat.
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