Apple is one of those companies that is either fanatically loved or extremely skeptical. However, one cannot but admit that this company is truly revolutionary in its field and has simply brilliant financial success.
Back in 1991, the famous Macintosh System 7.0 operating system appeared. Today, Apple is a leader in the world of computer technology. Naturally, many people are interested: how did Steve Jobs manage to reach such a level of the company that continues to hold on after his death? What makes Apple so different from the rest and how has it won such a huge number of fans and connoisseurs of its products?
Money is not the most important
The financial success of the company was never the main and main goal for Steve Jobs. He always put new innovative developments and the future of the company in the first place. This idea is supported by the chief designer of Apple Jonathan Ive: “No matter how frivolous it may look, but generating 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 appreciate it and use it, then we get our income.”
Steve Jobs began to use the strategy of opposing Apple to other companies at the dawn of his activity. “Apple vs. PC”, “Apple vs. Microsoft”, “Apple vs. Everyone”… This is part of the character of Jobs himself, who from his youth was inclined to oppose himself to the whole world. Being different and acting in a completely different way is the main concept of Apple. And this principle was implemented quite simply, without excessive pathos. And that’s why he’s so successful.
Hand twisting of clients
Apple has never succumbed to generally accepted standards and norms. Licensing of the operating system and the principle of “hard separately, soft separately”? Not! Apple only manufactures a complete product that is only compatible with other Apple products. The position of the manufacturer is as follows: “If you don’t want it, don’t use it, but we still know what exactly you need.”
At Apple, it is not very welcome when customers themselves begin to climb inside the devices. Therefore, everything is specially done in such a way that it is somewhat problematic to open any device from Apple on your own. For example, in 2012, the 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 rigid principle “use what you bought and don’t try to get inside” is still one of the key laws of Apple.
Everything within Apple is subject to the utmost secrecy and beyond confidentiality. Even the policy of the already non-existent USSR cannot be compared with such a secret atmosphere. Protecting your developments and innovations manifests itself in a variety of ways.
Journalists who write about Apple prototypes will have all their equipment confiscated. When testers test new devices, they need to send a specific pin every 12 hours. And Apple partners receive future innovations 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. Whichever device you purchase, all you have to do is take 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 gives them that opportunity.
Emotional connection with users is one of the main components of the Apple brand. From the very beginning, developers aim at the feelings and attitudes 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 inspires love and commitment in some, and sharp resistance in others. Despite the fact that the cost of Apple gadgets is higher than the products of many other brands, “apple lovers” easily overpay to feel the coveted device in their hands.