Mobile and Tablet Marketing, Technology

Steve Jobs: Let Them Eat Case!

I’m writing this on an Apple keyboard, with my Apple MacBookPro, on my Apple Cinema Display, with my Apple mouse… connected to my Apple Time Machine. I don’t call myself an Apple fanboy, but the quality of their products is always worth the additional cost in my opinion.

It’s not just the beauty of their products that I appreciate, it’s also the mystique that Apple ingenuity was always a step ahead and a step above everyone else. Sure, the Apple versus PC commercials were funny, painful (for PC’s) and compared the two systems. But they compared the incredible gap between the systems, not how they were alike.

Until today.

Steve Jobs unraveled two decades of near perfect Apple brand marketing and mystique today by admitting that the Apple iPhone 4 was just like any other phone, stating, “It’s certainly not unique to the iPhone 4… you could go to YouTube and see Nokia phones and Motorola phones doing the same thing.

Behind him on the screen:

Not unique to iPhone

Wow. With over 170,000 words in the English dictionary, Steve Jobs decided to use the single most important word that I find synonymous with the Apple brand. Unique. When I bought my daughter an iPhone and my bill is 30% more than my Verizon (Droid) bill, I thought unique was exactly what I was paying for. I don’t mind paying extra for unique…

Apple was unique. Until today. Now they’re just another manufacturer that knew they had a problem, but were so arrogant that they decided to release their product anyways. Jobs says that the Bloomberg article “was a crock”, which begs the question of what kind of testing did Apple actually do?

So today, Jobs’ answer to the masses? “Let them eat cake!“. He didn’t actually say that… but it was close: “Let them have a free case!”

4 Comments

  1. 1

    Oh my gosh, I never even realized it when he said that but you are spot on. Hey everybody pay double for our products because with our stuff you are not just paying for the product but paying for the right to be hip and cool. Oh wait, on second thought, we’re just like everyone else. But we’ll keep your money. Thanks.

  2. 2

    As a side note, Doug, whatever you are eating or drinking the past few days, keep it going. Your last few blog posts have been some of the best I’ve ever read. Well done!

  3. 3

    Thanks Patric! Really appreciate the kind words. I’ve actually got some kind of stomach bug… maybe I think better when I’m stuck in a small tiled room all day. :-[

  4. 4

    I love your point about the word “unique,” but I have to disagree with you on your take that this one development knocks Apple down a rung into the barrel of the rest of the monkeys. It would be like saying Apple acheived success because of the antenna.

    The iPhone shares a lot of similarities with the first motorola brick phone – numbers, keys, antenna tiny processors, but the difference is innovation and software. The antenna doesn’t eliminate the fact that the iphone is really hundreds of devices – a book, a diversion (games) a ustream device even a plumb-bob or level for crying out loud.

    Reputation for uniqueness and the need for the Next Big Thing may have generated 20% of sales initially but actually delivering on its promise of being a transformational device is what allowed it to roar to the top. All the other smartphones with antenna issues are still followers.

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