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What Apple has executed is actualy mass luxury. Its goods are perceived as high value objects, where status is more important than breadth of functionality (mor
by teyc 15y ago
What Apple has executed is actualy mass luxury. Its goods are perceived as high value objects, where status is more important than breadth of functionality (more on this later).
Perception is very important. For instance, a discount store would stack up items and use cheap-looking layout to create the perception that they are cost cutters.
Similarly, a luxury item should be perceived as objet d' art where functionality is clear and straighforward.
Viewed from this perspective, an iPod isn't about inbuilt graphic equalizers. It is about frictionless and effortless getting-music-into-your-hands ease. I remembered that even the Queen wanted an iPod. It is obvious one would know how to use one.
It is the same with the iPhone. The less the engineers talk about dual-core, split antenna, the more they focus on how users interact with their devices. Even the app store is actually a luxury bling. It signals all the things are are potentially available "at your service" without actually cluttering up your device.
- geon 15y agoYou mention two very separate points: perception of luxury and ease of use. I agree that Apple are masters of both, but don't think they have anything to do with each other.
- teyc 15y agoOn the contrary. Luxury items have a very clear messaging. "The user is sophisticated, and does not want to feel stupid." "The user is King, and does not want to be bothered with the details of how hard the machine has to work to satisfy His whims".
- rayiner 15y agoApple doesn't really market themselves as a luxury brand. Compare a Mac ad to a Lexus ad, for example. What you're describing isn't luxury. Having a product where "functionality is clear and straightforward" isn't luxury, and it isn't art. It's good engineering.
- jayfuerstenberg 15y agoPrecisely. For the most part they stripped away the complexity of computers and made the internet a consumer-level technology.
- shard 15y agoApple markets itself as a luxury brand in one of the largest markets in the world: China. "Apple's image in China now emphasizes not rebellion, but luxury --or as Wolf puts it, "exclusivity." Its gorgeous glass-walled storesare located next to high-end clothing boutiques like Armani, Versace, and BMW Lifestyle." http://www.foreignpolicy.com/articles/2011/08/01/red_delicious_and_rotten?page=full http://www.foreignpolicy.com/articles/2011/08/01/red_delicio...