This article is a profile case study of the successful (or unsuccessful) workings of a company.
Whether you are an Apple Inc. fan or not, you have to give them some sugar. They are one of the leading figures in turning their product into a company, their company into a brand, and finally their brand into a cult with diehard followers willing to pay the premium pricing.
Have you ever seen a sale at an Apple Store?
The answer is probably not.
Yet still, they are growing more rapidly than any other computer company on the market. Why?
From the Start. Apple began branding from the beginning. They chose the Apple logo (though less flashy than the one above) for a reason. When they began distributing computers, they donated many of the to schools. When those kids used those amazing new devices and told their parents about it, what do you think the parent asked? “Who makes it?” Using the most simple form of recognition, the kids could easily say Apple without even being able to read the word. The truly personal computer was born.
Branding is Key. The Apple brand has very little to do with their computers. This brand is recognized more in the service provided in Apple Stores, the word of mouth, and the simplicity and unity that comes with every product released from the company.
In reality, Macs have technical problems (believe me, I know) but the way Apple remedies these problems through fast updates, listening to customers, and their over all customer support has made their consumer base very happy (for the most part).
Simplicity. I am a huge fan of simplicity. In my mind the simpler the better. This is the way Apple operates. They create a simple feel to otherwise complex products. Look at their website for instance. If you are a customer long enough you know how deep and complex their website is. But if you enter the site, you will see the most minimal use of space possible to create an easy user experience. This goes the same for Macs and all their devices as well.
Customer Loyalty. Apple is the king of customer loyalty in the electronics world. By making every aspect of their business model work together, they create a lifetime customer base. Every device and service made is created to work with the other products within the company. It makes life easier for those who use their products exclusively.
The Cult. The next step above customer loyalty is the Apple Cult. There is an old problem in marketing whether one should use Psychology or Sociology to brand a company to the masses. The traditional method is Psychology. Using this method, you reach every customer on an individual basis to form brand loyalty. In Sociology on the other hand, you use your customers as a group to create the same or stronger loyalty.
Apple uses both these models very proficiently. They create a sense of community through products like .mac and marketing tools like the “I’m a Mac, I’m a PC“ commercials. By using the haters (those who hate Apple products) to their advantage, they can create a stronger bond within those who do like their products. The great Mac / PC debate helps Apple far more than any other individual computer carrier.
What do you think of Apple? Not whether their products are good or not. I could personally debate that all day, but instead, whether or not they are good at what they do… Building a Cult.
Here is how Apple’s cult was created: Build a better product. Sell it. Make another better product. Sell it. The “cult” aspect is seen by Apple’s competitors, because their users really don’t like their product, hence Apple must be hypnotizing, drugging, or recruiting people into a cult in order to best them.
Build a better product. Sell it. Ooh, kids, spooky.
Maczealots are like Jehovah’s Witnesses.
Actually, Sebhelyesfarku, you know who wants to tell me all about computer platforms and good and evil? Mac haters. They won’t shut up, they prowl the web looking for any instance of Apple being spoken well of, so they can rush in (as you have here) to remind us how terrible the Apple fan boiz are.
The ratio of Apple mac “zealots” to people who seem to be filled with some kind of irrational animus for the platform runs about 2:1, in my experience.
Apple is a company, running a business to make money. It’s simple as that, no different than any other company.
Apple isn’t perfect, but nothing is in life, no matter what your mother tells you.
Bottom line, Apple makes good products (relatively), people like them, therefore people like Apple.
“Have you ever seen a sale at an Apple Store? The answer is probably not.”
Actually, the answer is, “Quite often”. Apple has the “traditional” Black Friday sale like most retailers and offers many discounts on product both in the store (buy a Mac, get a free printer kinda deals) and on their web site.
–
Shawn King
Host/Executive Producer
Your Mac Life
http://www.yourmaclifeshow.com
Apple has proven that they’re good at building a cult following, it’s difficult to dispute that. One thing that can be said is that Apple isn’t converting everyone, so their tactics only work with certain types of demographics. I won’t even get started on what I think of the products. ~Windows User
Sebhelyesfarku is all over the web. Google ‘him’, and find this brilliant comment over and over and over.
I wouldn’t necessarily say that people who appreciate macs make up a cult. Considering that a cult roughly refers to a cohesive social group devoted to beliefs or practices that the surrounding culture considers outside the mainstream. (Wikipedia)
I say this because the Apple products have become primarily main stream w/ their marketing efforts… which you pointed out. I have friends who barely know how to use a computer yet want a Mac because “Its Better” not to mention its nice eye candy to show off to friends.
But bottom line Apple is more aware or takes more initiative to please their customers whether its with free training or waiting to release a stable OS and the provide patches and updates in a timely manner.
Recipe for success:
1. Make good products that last for years.
2. Market yourself as a rebel no-brand brand.
3. Advertise heavily just how good your products are.
4. Switch from focus on making actually good products to brilliant marketing.
5. Coast on your past reputation and make crappy products that people will still buy because of your brilliant marketing.
I believe Appleinsider stated today that Apple would tear down a former Victoria Secret flagship store in New York and build an Apple store. If true, it would mean that Apple products would sell better than sex.
The Apple Cult was close to being a cult a few years ago. Now they are starting to get their hooks in the people again. Had Apple allowed other companies to make their computers back in the 80’s, Apple could have stayed the King of home computers. Instead they opted to make it all themselves for quite some time and not allow others to make their computers. Their logic was they could make 1k plus per unit so why let some other company make the most money from their apple compatible computers. That logic is horrible if you look at history of any products. The company that shuts out others from advancing or profiting in some way is always a dead company unless it is a legal monopoly.
Apple does have good technology so they can keep doing well for a very long time. If they want to conquer an industry though they need to share a little more. Let others get in on the action and the others will promote Apple for Apple. That is the missing element that Apple never sees. They look at the profit right now and not the alliances that made VHS beat out Sony’s Betamax - even though superior in quality. Same with PC’s vs Mac. PC’s had many many allies all promoting and competing vs Apple. Apple can only decline over time with this strategy.
Uhm, apple did let other computers make clones. Then they decided that they would be better served, as would their customer base, if they could control every aspect of the experience. What is wrong with that? This is also a way for them to circumvent monopoly charges. It is difficult to be called a monopoly when you own the platform for which you are making the software. If they allowed clones to be made, they would have to cripple the experience - I think this is what is so difficult for Microsoft - especially since they have been forced to change in the courts, they have been forced to cripple the experience a bit. (at least, it didn’t help.)
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I’m amazed out how some people want to hate Apple. I’m not a fan of Dell products (in general), but I would never waste time running around talking crap about Dell. It’s just a little pathetic. Get a life. Really!
As for a Mac cult. That is so ignorant. There is a “cult-like” following because people love their products and can’t wait to see what is next. And why not? They are usually GREAT and cutting edge. Sure they have some stinkers, but who cares? If you like….buy. If not…don’t.
BTW, I am cheap! I don’t like to give away my money. If Apple computers were so freakin’ great I wouldn’t spend the money!
Wade - By Apple trying to control everything, they limited themselves and lost the mass audience that would have made Apple more powerful than Microsoft.
Microsoft needs a lot more credit than they get and just because the government went after them for dominating an industry and doing well doesn’t make Microsoft a real monopoly. The only real monopolies are the government. If I don’t like Microsoft I don’t use them. Last thing in the world to do is cry that they are bundling their own products together. Like what company doesn’t?