Enjoy the RideAn answer to: Why did Apple buy Beats?
Even if you are a total hater, you need to watch this video. Not only is it a major part of the answer – and I wonder who dreamed up this World Cup product placement and whether it was, in fact, the catalyst for the whole deal – it is a signal of more domination to come.
You see, while we try to figure out the next big thing (+MG Siegler
has an interesting take that it’s VR and The Blockchain in his latest post); while people repeat that Android now dominates market share and new purchases/ sign-ups, in the belief or at least hope that this translates to revenue, profit; while others furiously criticize Apple for it’s very genius and classically capitalist success (much like opponents whined about Obama using online tools and tactics)...
While all of that happens, the world’s biggest brand and (proportionally as well as taking failures into account) most wildly successful company on earth, will take another leap forward in the only two categories that really matter: what people want and making money. And they haven’t even released the world-of-hurt-to-competitors that is likely to be the iPhone 6, or the probably-waste-of-money-but-still-cool (for the cost of an upmarket bracelet, with more value) iWatch.
It’s true, they are not literally reaching for the sky: not with satellites or drones, not even with balloons. But they know who they are and they know how to deliver. This is how they retain a loyal customer base paying inflated prices: because it’s for the best of the best, the benchmark.
If you summarize most Apple-hating pieces, they boil down to: Apple may fail. Here’s why I think they deserve to.
And Apple keeps right on winning, staying late at the office, while tapping into emotion and actual human experience (living, versus theory of life) in a way this ad so beautifully illustrates.
I read something recently that said Jobs hated the words ‘marketing’ and ‘branding’. I was surprised but it spoke volumes. He was a true believer and he wasn’t trying to force-feed the public with junk food, junk cars or junk-anything else. He was trying to marry usefulness with beauty. He succeeded in a way the world’s major tech and other companies are still trying to emulate, perhaps always will.
So when the choir starts up, whining about the ludicrous deal with Beats, Apple’s latest earnings and growth (and oh what rejoicing when it slows a little) or how it isn’t really happening at all – or, horrors, might
not continue – Apple will pocket that profit. It’ll do so in the knowledge that it needs to keep working hard to retain and delight all those who, high and low, need their laptops or phones to have near-perfect reliability; to, in and of themselves, be an experience: aesthetic, sensory, socially aspirational.
Now they have their finger on the pulse once more: back to the streets the way those little white earbuds signaled cool on the bus: I have an iPod
. Gritty as the street is, those kids will just about sell their souls for expensive sneakers (and that’s sad and a subject for another day). We love to look forward but Apple is really, really good at what matters now. And they do it while (by?) building anticipation for what’s coming soon.
Come next Thursday, we’ll all be doing what this ad allows us to do: feeling bigger because of the humble-beginnings soccer stars on the screen. I love the message of this video: it's the game before the game that gives you the best chance of winning and certainly of enjoying the ride.