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Is Apple still choosing the right words?

“At Apple, we strive to make world-class products that deliver the best experience possible to our customers. With the launch of our new Maps last week, we fell short on this commitment.”

Is this Apple? I was really astonished when reading Tim Cook’s apology letter. Steve Jobs’s successor published an awkward text as a result of the badly functioning cards-app for the new iPhone 5.

Marketing strategy
What makes Apple so different? This company makes decent computers. That’s true. And its products look nice. That’s also true. But, above all, Apple perfectly knows how to formulate everything. It applies an excellent marketing strategy. Consequently, every product launched by the company is a great success.

I’m not saying that Cook is doing badly. Not at all. Still, you can notice a subtle evolution that might be determinant in the long term. Because Tim Cook communicates in a different way with the outside world. He is perceived as a stick of a fellow and now, this becomes clear in the way he communicates with his customers.

Apple was different under Steve Jobs. Steve was different. People buying Apple also want to be slightly different. And they absolutely don’t mind to pay a little more for it. They don’t only want an excellent computer, phone or tablet; they want a device with an extra touch. Jobs perfectly knew how to play on that feeling. An iPhone is not just a smartphone, is it?

Yet, it seems that Jobs hasn’t passed this success formula to his successor. Indeed, Cook’s apology letter sharply contrasts with the bouncing advertising campaigns in the good old days. Apple users are, feel and think different. I won’t comment on that statement, but it is a fact that Jobs perfectly knew how to cultivate his daredevil reputation.

It has been illustrated by his ‘Think Different’ campaign from 1997: "Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules, and they have no respect for the status quo."

These sentences have been pronounced by a real rebel. By means of this campaign, Apple has presented itself as an innovating company daring what no one else dares and inventing what no one else invents. This message is powerful, while Cook’s sticky text could be integrated in any computer manufacturer’s mission statement.

It’s a huge difference, as far as I am concerned. Apple is successful because it is opposed to the established values. If Cook forgets this, Apple will become just like all other companies: average.

Gut feeling
To put it briefly: Apple must keep telling why it exists. Meanwhile, everyone knows what the company is doing and how. But the ‘why’ will determine its image.

Why do people buy Apple? Because Apple is constantly innovating. Finger on the pulse. This way, you convince your customers by focusing on their gut feeling! Those who love pertness, will feel well about a MacBook. And this is why people choose Apple.

Making decent computers and phones is one thing. However, the art consists in making decent devices everyone wants! Therefore, I think Apple should stick to its recalcitrant basic philosophy. Otherwise, it will go wrong sooner or later.

The secret lies in the words you use in order to introduce yourself to the market!

How does your company deal with it?

Have a nice weekend,

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