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Think Different
We weren't surprised to hear Steve Jobs announced a new WiFi
iPod that will connect to a chain of coffee shops with songs
for sale, but not to your home wireless network. Such closed
system thinking at Apple (AAPL) is all co-branding and ROI
thinking. It's quick and easy retail - a fast food
mentality perfect for shareholders and convenient, if limiting,
for customers.
Here’s to the crazy ones. The misfits. The rebels.
The troublemakers.
- "Think Different" campaign
Speaking of Apple customers, those well-heeled early
adopters of the iPhone, some of whom stood in line for
hours to spend $599 plus tax were surprised at a $200
price drop two months after the device went on sale. The 33%
drop fired up an electronic hailstorm of complaints which
overshadowed the new iPod announcement and quickly prodded a
mea culpa of sorts and a $100 Apple store credit for The
Troublemakers from Jobs:
even though we are making the right decision to lower the
price of iPhone, and even though the technology road is
bumpy, we need to do a better job taking care of our early
iPhone customers as we aggressively go after new ones with
a lower price. Our early customers trusted us, and we must
live up to that trust with our actions in moments like
these.
Good Will
Last month, technology writer-videographer David Pogue
complained about how iMovie '08 had removed
important audio and video editing functions as well as the
plug-in capability that earlier versions contain. Different
code, inferior product. Same name, new version. Proprietary, of
course.
Good will is the one and only asset that competition cannot
undersell or destroy.
- Marshall Field, American department store owner
(1834-1906)
Despite a dip this week, shares in AAPL have skyrocketed
(Chart) since the company started selling its iProducts. If
customer relationships with users take a backseat in Cupertino,
the company will be hardpressed to extend their market postion,
particularly in a declining economic climate.
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