Apple's success story

Some in the industry attribute Apple's recent success with luck or happenstance, while others believe that the company's meticulously laid plans have contributed to the Mac state of mind. Inside CRM reports that Apple's retail stores are a shining example of this, cutting out the oft-uninformed middle man to speak directly to the consumer, allowing it to dispel rumors based on inexperience with the platform. It also provides a face-to-face customer basis, rather than relying on third party retailers.

Apple's ability to create product ecosystems – such as Mac OS X and the Mac computing platform, or iTunes and the iPod – also helps with the matter, providing the company an unprecedented amount of quality control.

The "Get a Mac" ad campaign also helps consumers relate to the company, providing a physical interpretation of the Mac mindset. A varied product portfolio, which now spans music, TV, communication and computing, has also helped Apple's image.

Apple's proprietary technologies, such as the FairPlay digital rights management software, is another way (albeit a slightly darker one) the company holds on to its users. Users who download from the iTunes store are less likely to jump ship to a competing brand, due to their investment in the platform.

Apple has also become somewhat of a media darling in recent years, due to ground-moving industry news, and tantalizing customers by shutting the online store down during keynote speeches at Macworld and WWDC. This generates a great deal of excitement over the platform, and keeps Apple's image fresh.

Education has been one of Apple's shining points for a long time, which gives younger users a chance to be familiar with the computers, and warm up to them. This, coupled with the robust yet simple approach of Apple's products, allows users to grow into the platform, and feel more comfortable for doing so.

The iPhone represents a great deal of success for Apple as well, since it can deal with the technology and features, but leaves AT&T and other service providers to deal with billing, contractual obligations, and other inconveniences, leaving its reputation relatively untarnished.

Consistency, innovation, and overall product attractiveness also contribute heavily to Apple's image. Lead industrial designer Jonathan Ive designs almost every single thing that sees distribution in Apple's product portfolio, giving the well-designed peripherals and computers a connected feel to the rest of the company's line.

by MacNN Staff