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Apple used to position itself as a brand for rebels and bohemians. Remember the "Here's to the crazy ones" manifesto? An $18,000 gold watch is pretty far from
by GabrielF00 11y ago
Apple used to position itself as a brand for rebels and bohemians. Remember the "Here's to the crazy ones" manifesto? An $18,000 gold watch is pretty far from that image.
Of course, the rebel image worked because Apple had a tiny market share at the time. But it's still pretty striking to see a company that built lime green laptops build insanely expensive gold watches.
- coldtea 11y ago>Apple used to position itself as a brand for rebels and bohemians. Remember the "Here's to the crazy ones" manifesto? An $18,000 gold watch is pretty far from that image. For one, that was one campaign, run at one time. Not some constant image of the company. They also made expensive laser printers, PDAs and high end laptops like the Powerbook -- do those tie well with "rebels" and "bohemians" in the original sense? Besides being just a project image, "rebels" wasn't meant in the guerilla activists sense, but in the "creative" sense in a western context, which can include having lots of money. John Lennon, one of the guys in the campaign was a billionaire with a Rols Royce. The greatest rebel shown was Ghandi, which was included mostly because people just know/focus on his "peaceful" and "spiritual" qualities. As for bohemians, these come into two groups. The actual historical ones, living in Paris, Lower East Side, etc, in decades past, usually poor, and the modern middle/upper class "bohemians" (bohos, etc) whose "bohemian" attitude includes consumerism. >But it's still pretty striking to see a company that built lime green laptops build insanely expensive gold watches. It's gold, it's supposed to be insanely expensive. Besides they also build a lot of insanely expensive laptops compared to cheap PC alternatives.