Tom Dougherty, CEO – Stealing Share
27 January 2010
Apple Has Done It Again? Already.
This from CNN.com, “(CNN) — No matter what type of new product Apple unveils at its much-anticipated press event later this week, Xavier Yaffar says he will buy it. Whatever the cost.
“I don’t even have to look at it,” the 48-year-old said.”
This is brand power. Whatever side you come out on the Apple fanboy argument, the simple truth is that Apple has done it again. It has created such a following of the BRAND of Apple, people are going to buy whatever they sell.
This is good news for Apple as they are set to release something later today because for folks like Mr. Yaffar, it matters little what that something is. Sure, in a few hours, Steve Jobs will let the cat out of the bag and Apple users everywhere will convince themselves that they do not simply want or need the new product, they covet it.
What is even more interesting is that all of this anticipation is not just from Apple fans. It is from everywhere. For weeks there has been speculation on what Apple is going to do today. Bloggers and tech editors alike have even gone so far as to compare Apple’s rumored tablet (and its rumored features) with the Kindle, drawing comparisons and coming to conclusions about the fate of each based on nothing more than supposition. Some editors are even hailing the new Apple tablet as “publishing’s savior.”
To add fuel to the fire, last night in a live taping interview for CNBC, Terry McGraw, CEO of McGraw-Hill said, “Yeah, very exciting. Yes, they’ll make their announcement tomorrow on this one. We have worked with Apple for quite a while, and the tablet is going to be based on the iPhone operating system, and so it will be transferable.
So what you are going to be able to do now is, we have a consortium of e-books. And we have 95 percent of all our materials that are in e-book format on that one. So now, with the tablet, you’re going to open up the higher-education market, the professional market. The tablet is going to be just really terrific.”
So it’s true Apple is going to announce a tablet today, probably. But the story here is the sheer power of what the Apple brand has become. You can say what you want to about the fanaticism of Apple’s customers but it was Apple who reinvented the way we listen to portable music and watch mobile media (iPod) and when critics called Apple too late when they entered the cell phone market, they reinvented the cell phone business (iPhone).
But it is more than just simply reinventing things. What Apple understands is that their brand is more than their logo, look, or even their technology. They know that their brand is carried by their customers and each product or service they create starts with that fundamental belief. They know that THEY do not drive their brand, their customers do.
So way to go…again.. Apple. You have once again lived up to the promise of your brand and haven’t even done anything yet.
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