Money is not the most important thing
The financial success of the company has never been the main and main goal for Steve Jobs. In the first place, he always made new innovative developments and the future of the company. This idea is supported by the chief designer of Apple Jonathan Ive: “No matter how frivolous it may look, but earning income is not our main goal. We are quite satisfied with our profit. What we always strive for is the creation of a perfect product. And when people evaluate it and use it, then we get our income. ”
Steve Jobs began using Apple’s strategy of opposing other companies at the dawn of activity. “Apple against PC”, “Apple against Microsoft”, “Apple against everyone” … This is part of the character of Jobs himself, who from his youth was inclined to oppose himself to the whole world. To be different from everyone and to act in a completely different way is Apple’s main concept. And this principle was implemented quite simply, without undue pathos. And therefore he is so successful.
Twisting customers’ hands
Apple has never succumbed to generally accepted standards and norms. Operating system licensing and the principle of “hard separately, soft separately”? Not! Apple only produces a complete product that is compatible only with other Apple products. The manufacturer’s position is: “If you don’t want to, don’t use it, but we still know exactly what you need.”
Apple is very discouraged when customers themselves begin to climb inside the devices. Therefore, everything was specially made so that it is somewhat problematic to open an Apple device on your own. For example, in 2012, Mac Book Air was released, which is equipped with case screws for screwdrivers, which can only be purchased at the manufacturer’s services and nowhere else. The slightly tough principle of “use what you bought and don’t try to get inside” is still one of Apple’s key laws.
Everything inside Apple is subject to the utmost secrecy and over privacy. Even the politics of the already defunct USSR cannot be compared with such a classified atmosphere. Protecting your developments and innovations is manifested in a variety of ways.
Journalists who write about Apple prototypes confiscate all the equipment used. When testers test new devices, they need to send a specific pin code every 12 hours. And Apple partners will receive future news in special, specially arranged boxes.
If you need to describe the main advantage of Apple products in a few words, the words “they just work” immediately come to mind. Whatever device you purchase, all you have to do is get it out of the box and turn it on. No additional settings, no special application installations. Everything you need to use is already there. And this applies to absolutely all Apple devices – be it phones, computers, tablets.
For many people, this fact is very important, because a large percentage of users are those who do not want to spend time and effort to make the purchased gadget work. They want to start using it right away, and Apple is giving them that opportunity.
Emotional communication with users is one of the main components of the Apple brand. From the very beginning, developers aim at the feelings and attitude of customers. However, such a strategy carries a certain risk, because it can equally lead to victory and defeat.
Apple products are quite emotionally charged, which some cause love and commitment, while others have a sharp resistance. Despite the fact that the cost of Apple gadgets is higher than the products of many other brands, the “apple lovers” easily overpay for feeling the treasured device in their hands.