December 8, 2012
Apple Gets A Lesson In Adulthood
Ouch!!! Eric Schmidt has given a few words of enlightenment – and resentment – to Apple, and it ain’t pretty.
I’m not an Apple user. In fact, I’m the last guy in the room to be seen with any Mac or any iDevice of any kind. This isn’t to say that I’m avidly opposed to Apple – although I’d imagine that’s not the way their Board of Directors likes to see it. Surely to them, “this way, or the highway” is the stanza for consumer judgment. I’d much rather think of it as a monetary collaboration between Apple and I. I’m simply an economics junkie, and I prefer to get the full spectrum of price versus product before I go swiping my card.
I’m old fashioned like that.
I imagine that being a member of the Board of Directors must require some bit of thinking about the styles of marketing your products. The consumers are a lot more involved in the corporations’ strategic methods of marketing and advertising. Of course, with the involvement of the computer technology enthusiasts there is a larger market for people with intelligence that lash out at manufacturers these days.
What I can’t imagine is how manufacturer’s don’t comprehend this growth of the market. You can’t annualize releases of technology with little innovation and improvement-maximizing profit margins-without somehow losing respect from your fans.
That lack of respect can be the true death of a generation.
Eric Schmidt had quite a few words with Apple in regards to their marketing strategy – with regards to their exclusivity motives. Apple, Google, Yahoo, Facebook and the like have been pitted against each other by popular media and American economics altogether. Apple knows better than anyone that exclusivity is a unique factor in the decision by consumers on what product to buy.
Apple made a marketing move to remove Google Maps from their iOS 6 devices. What that means is that the mutual beneficial relationship between Apple and Google has been severed.
Why is this news?
Because with that partnership gone, Apple has closed the gap on another tech giant and thus increased economic tensions for exclusivity.
Back in the 80’s, it was Apple’s coding of the technology of Mac devices that decided the modes and methods of software and hardware. That exclusivity wasn’t just an opinion based direction, it was a hard on the surface fact. That decision was the reason for Apple’s attitude towards other manufacturers’ of technology – ”Who’s cool?”,and “What computer is the best?”, etc.
Words like “Best” and “Better” were keynotes in advertisements for their technology. How can you blame them for choosing to create a following with their resources? It’s the way an empire remains strong and prominent. Were it not for Apple’s style of computer hardware and market exclusivity – not to mention their uncanny ability to attract entire demographics – they would have died ages ago.
That 15% of the computer technology market may be small, but it is in no way insignificant.
Image Credit: Photos.com