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Apple finally capitalizing on cool after 20 years

updated 02:20 pm EST, Sun January 16, 2005

Apple capitalizing on cool

Apple has found a way to , after 20 years of trying with the Mac. With the iPod, Apple has finally offered "a product that combined cool with inexpensive, truly personal computing that fits in a pocket" and its iPod silhouette commercial may displace Apple's 1984 SuperBowl ad as No. 1 ad of all time, according to Randall Stross of The New York Times. "[Until the iPod,] Mr. Jobs had not been able to leverage it in traditional computers because technology in crucial areas had not matured enough to make cool affordably practical on a mass scale. To the extent that cool is based on exclusion of the uncool, Apple was too hip for its own long-term health.....Mr. Jobs now has at his disposal ridiculously cheap processing and memory, which render meaningless the distinction between computer and peripheral." [free registration required]

The article also notes that Apple is well-positioned to continue its march in to the living room, saying the company is offering a suite of digital lifestyle products to which customers will be drawn: "People are likely to be drawn to the company with cachet, offering the best-designed, best-engineered, easiest-to-use products, priced affordably thanks to Mr. Moore's old law and Mr. Jobs's new pragmatism. They'll turn to the company that best knows how to meld hardware and software, the company embodied in the ecstatically happy hipster silhouette. The company that is, in a word, cool.




"Apple has $6.4 billion in cash, a seemingly small sum next to Microsoft's $64 billion. But it is Microsoft, the poor little rich kid, who must be envious of Apple. All of the billions in its corporate treasury, all of the personal billions of the co-founders Bill Gates and Paul Allen, all of the money in the world, cannot buy the ability to fathom the metaphysical mystery of cool."




by MacNN Staff

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Comments

  1. sosumi

    Joined: Dec 1969

    0

    wow...

    Mr Stross really was paying attention in journalism class. Kudos.

  1. osiris

    Joined: Dec 1969

    0

    Go Apple!

    It looks like Apple is fast approaching another Golden Moment in history. It's almost like '84 again.

  1. eswinson

    Joined: Dec 1969

    0

    way cool

    does this mean that 2005 will be like 1984?

  1. eswinson

    Joined: Dec 1969

    0

    Interesting Article

    Funny how microsoft has 95%+ of the market but only 10 times the money in the bank. I guess they are still floating the company off of Halo and MS office sales.

  1. osiris

    Joined: Dec 1969

    0

    re: cool

    Except the prices.

  1. beeble

    Joined: Dec 1969

    0

    Prices

    Macs used to be more expensive than PC's. That was mostly due to the fact that they performed more than twice as fast. PC's have caught up a lot (thanks Moto) but Macs have dropped in price precipitously. Configure a Dell like a Mac (Dell being regarded as the cheapest manufacturer) with equivalent software (yeah, I know there's nothing that comes close but lets be charitable) and the Mac will be pretty close to the price of the Dell, some times beating. Macs usually win in laptops and in servers the pricing of Windows makes PC servers extremely expensive. An Xserve with an unlimited license can out perform just about wintel server Dell make for a fraction of the cost (of course they're still running windows with the associated costs of security, downtime and service personnel).

    Macs are priced very competitively. Even the Mac mini is very competitive. Add a third party monitor, mouse and keyboard and compare that to an equivalent Dell. The mini comes out in front by a long way (more than $100 cheaper without buying iLife equiv software for the Dell).

    Sorry to pick on Dell here (I'm not really :-) but they are considered the cheapest so reasoning dictates that Apples position is even more favourable against other companies.

    One day it'll sink through to people that a Mac is not an expensive computer. In fact for what you get out of the box, they are very attractively priced. The iPod Photo is another issue!

  1. JEB

    Joined: Dec 1969

    0

    Already in the Living Roo

    m.

    And kitchen.
    And bedroom.
    And coffee shop.
    And front porch.
    And stereo.

    Thanks for making wireless cool, Apple. Maybe a wireless feed to tv now for video / slideshows, like Airport Express for music. Why, with all the push for HD, now's a great time to thinnk on it. . . .

  1. sosumi

    Joined: Dec 1969

    0

    Hey yeah...

    Wireless everything. What about wireless masturbation?? Oh wait, I don't mind pulling that wire...

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