apple watch


10
Apr 15

Apple & the customer’s shoes

Those who get what made Steve Jobs tick understand his devotion to the customer experience.

I don’t think it’s an exaggeration to say it was his highest priority — and it went far beyond the products.

Steve believed that everything a customer sees, feels or touches is an opportunity to connect them more deeply to the brand. Absolutely everything. When he reviewed a piece that would run in a magazine, for example, he cared as much about the quality of the paper as he did the message of the ad.

Even if it was something that didn’t register with a customer consciously, he knew it was having an effect.

In all my advertising life, I’d never seen the CEO of a major company focus on so many aspects of the customer experience — from ads to packaging to retail design to tech support.

His technique was pretty darn simple: he put himself in the customer’s shoes. Continue reading →


10
Mar 15

Waking from an Apple Watch hangover

We don’t like to make hot-headed remarks about Apple new-product events around these parts. Better to let things sink in for a while.

Okay, time’s up.

A few random comments about yesterday’s Apple Watch and MacBook event.

The broadcast
Glitch-free and a pleasure to watch. With the accompanying tweet-cast, Apple has become quite spiffy with these things. My only issue with it was…

The tweets
I couldn’t help but wince while reading some of the pre-event tweets. Steve Jobs hated any writing that sounded like marketing-speak, but such inhibitions seemed to have melted way here. It was a mix of trying to be cool (Getting psyched backstage listening to I Lived by @OneRepublic), trying to be clever (Please make sure your seat is in an upright position. It’s almost time for takeoff.) and sounding like an ad (People grab their seats before the keynote grabs their attention). Continue reading →


27
Feb 15

A big week on the Apple Watch watch

Sometimes I am astounded by the analytical prowess of technology journalists.

The Apple Watch is known to be shipping in April. Apple just placed a 12-page ad for the watch in Vogue. And yesterday the invitation went out for a March event titled “Spring Forward” — which is the least cryptic invitation in the history of Apple events.

I guess that was enough to make Fortune go out on a limb.

Headline: Apple just scheduled a “Spring Forward” March 9 event

Subhead: Is this the Apple Watch we’ve all been waiting for?

First paragraph: Apple sent out a media invitation Thursday inviting journalists to [sic] March 9 event, leading to much speculation that it could be when the tech company reveals its much anticipated Apple Watch.

Ah, okay. Thanks, Fortune. I get it now.

But enough of that. We like to talk about marketing here, so let’s talk about that 12-pager in Vogue. Continue reading →


5
Feb 15

Apple Watch to flop! Sell! Sell!

You have to give CNN’s David Goldman a little credit.

With Apple’s next potential revolution still a few months away, he’s going for the gusto.

He’s not just saying that the Apple Watch won’t be as big as previous Apple hits. He’s saying the Apple Watch will flop. Period.

That’s the kind of bravado we like to see. Especially since no product in modern Apple history has ever flopped, despite the many who have predicted otherwise.

So, you might wonder, upon what insights does David base his prediction? Let’s take a little ride… Continue reading →