Apple Launches
On January 9th Apple CEO Steve Jobs
gave another typically barnstorming performance at the San Francisco
MacExpo, launching 2 'next generation' products - the iPhone
and Apple TV.
Leaving aside the potential delays in the actual availability
of these items in the shops, it's been interesting to see how
the coverage of these launches in the UK - and the reaction
to them - compares to that Bill Gates keynote speech at the
Consumer Electronics show taking place 500 miles away in Las
Vegas.
The CES has showcased a huge variety of new products from a
selection of manufacturers, but chief amongst those reported
on widespread media was Microsoft's expansion into the 'digital
lifestyle' market, offering Windows as a solution to the operation
and networking of the latest household goods.
Reaction was fairly muted - Bill Gates keynote garnered a couple
of minutes of TV time, and there was little fanfare surrounding
what he actually had to say, which was of no small implication
considering the prevalence of the Windows OS that it could herald.
Compare that response to the coverage of the iPhone launch.
This was trailed 24 hours in advance, and took up a 5 minute
slot on prime time BBC news, with anciliary reports continuing
well into the next few days. Why?
Simply put, Apple continue to benefit from the 'cool' factor.
Virtually all of their products since the original iMac have
been innovative in terms of design, and they've had the love
of the media in general since the appearance of the iPod.
Never mind that most of their products suffer from OS breakdowns
or negative publicity at some stage in their lifespan - and
it's interesting to note that despite the impression you may
have, it's rare that Apple actually have a product that truly
innovates and moves technology forward - flat screen computers,
mp3 players and integrated phone/PDA's have all been around
for some time.
What Apple bring to the party is a careful route to market -
they take a look at emerging markets, pour enormous sums into
R&D, let others introduce 'version 1.0' of most products,
then build improvements into their own hardware and software.
Combine this softly softly approach with the product design
powerhouse that is Jonathan Ive, and you have a strong recipe
for success. Throw in Steve Jobs honed 'CEO at Gap' image and
his charismatic presentational style and that success is more
or less guaranteed.
It doesn't matter that the iPhone and Apple TV have - in some
way, shape or form - been done before. It doesn't matter that
they're no more innovative than Microsoft's ambitions in the
home appliance market.
What really generates the media interest and the column inches
is the sheer, polished, confident nerve of a manufacturer whose
CEO has the pluck to climb on stage, produce a slimline phone
and announce that history is being made.
People want to believe that someone is 'better' than the competition.
Apple, by adopting a surface gloss to give their products added
style, succeed in making their products cool - something that
many will wish to own, and that many more wil aspire to.
And wither Microsoft? When will they realise that Bill Gates
- with his sensible button down shirts and middle aged paunch
- is actually helping to hinder their potential growth?
Sometimes, a little bit of style over substance does no harm.
If you have the substance in place already, then the combination
could be what sets you apart from your competition.
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