Why we Ap­ple

How Ap­ple wins peo­ple over

Mac Format - - FRONT PAGE -

Big com­pa­nies are like sausage fac­to­ries: you might en­joy the prod­uct, but you re­ally don’t want to think about how it’s made. The cor­po­ra­tions we en­counter in a typ­i­cal week are face­less and some­times shame­less, churn­ing out will-this-do tat, en­rich­ing share­hold­ers, treat­ing their work­ers badly and do­ing their very best to avoid pay­ing any tax.

Not Ap­ple. Well, the EU might dis­agree on the tax bit.

To say that Ap­ple isn’t like other com­pa­nies would be an enor­mous un­der­state­ment. Where other cor­po­ra­tions are loathed, Ap­ple is loved. Why is that? What makes Ap­ple dif­fer­ent?

The C word

When­ever some­one wants to dis­par­age Ap­ple fans, they’ll usu­ally call them a cult. It’s tech­ni­cally true – a cult can mean some­thing that’s popular or fash­ion­able – but that’s not the way it’s meant. It’s used in the sense of re­li­gious cults, to con­jure up images of brain­washed hip­pies un­ques­tion­ingly fol­low­ing the du­bi­ous in­struc­tions of some self-ap­pointed saint. All while lis­ten­ing to re­ally bad mu­sic.

Ap­ple fan­dom is noth­ing like that. The mir­a­cles Ap­ple fans seek are tan­gi­ble feats of en­gi­neer­ing ex­cel­lence, even if – as in the case of the Mac Pro – those feats some­times take a while to man­i­fest them­selves in Ap­ple Stores. To love Ap­ple isn’t to love over­hyped prod­ucts that hardly any­body will ever buy – cough Sam­sung Galaxy Note Edge! cough – it’s about know­ing that the “beau­ti­ful”, “mag­i­cal”, “amaz­ing” de­vice Tim Cook is wav­ing about on stage will soon be on your desk, un­der your HDTV, in your pocket or on your wrist.

Ap­ple uses lots of su­perla­tives to de­scribe its prod­ucts, but they’re of­ten de­served. To un­der­stand why peo­ple love Ap­ple so much, we need to un­der­stand what it is that makes Ap­ple’s prod­ucts so dif­fer­ent.

We can ex­plain it in a word. De­light.

Clunks and thunks

Lux­ury car man­u­fac­tur­ers put a lot of ef­fort into mak­ing doors feel and sound right: a car that doesn’t suf­fer from NVH (noise, vi­bra­tion and harsh­ness) and has doors that shut with a sat­is­fy­ing thunk makes the owner feel happy and pleased with their pur­chase when­ever they use it. ‘This is a qual­ity car,’ they might

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