Apple Launches iPhone 5C & iPhone 5S.
You’d have to have been living under a rock not to know Apple has launched new iPhones this week. Naturally, as one of the world’s most valuable companies and brands, every single news outlet has reported on it and nearly all of them negatively. I think they’re all wrong, and here’s why:
Most of the reports are a response to unfounded media speculation that Apple would introduce a cheaper iPhone; the same old, same old really. Every time Apple hosts launch events, the general media follow the tech media in bemoaning that Apple hasn’t delivered on their erroneous predictions. This year the prophets of tech declared Apple needed to deliver a budget iPhone to compete in a race to the bottom. They saw the leaked pics of plastic cases and fit it to their own belief that Apple must continue to strive for market share.
It’s not about market, it’s about brand.
Since Steve Jobs returned, Apple has balked at the idea that there can be only one winner. They have never strived for dominance or market share — they may have achieved it, but not as an end goal. What they strive for is to live up to an ideal. An ideal that there is a place in the world for truly well designed products. If you create those products and are true to your ideals that place will be yours. This kind of thinking is what we call a brand’s essence.
Apple values brand not market share.
This week when Apple announced the new phones they were going for market share. They couldn’t produce a substandard iPhone, because their essence wouldn’t let them. So what did they do? They doubled down on their brand. They doubled down on their beliefs. On the belief that their essence, their ideals, guide them to the right thing to do. Forget the analysts. Forget the tech press. Forget the dogma. Be true to your brand and you will be delivered.
If you don’t like it, you don’t have to buy it. But I bet people will, lots of people, all over the world.
If you’d like to chat to us about being true to your brand, corporate or personal, give us a call.