Apple’s theatricals this week haven’t convinced me to buy an iPhone 6 – which, as Ron Amadeo pointed out, has the same screen size and features as a 2012 Nexus 4. George Takei got it right when he tweeted that he couldn’t remember the last time so many got so excited about 4.7 inches.
Not that this an admission of being un-cool, though it might seem so to the phanbois. Earlier this week I commented on some guy’s blog that I’m Apple-free. Other products do all I want at less cost and I’m not interested in the Apple cool factor. Another commenter wondered whether I still watched black and white TV. Absolutely. I watch shows about sarcastic assholes.
Get real folks. Apple isn’t a religion. They make consumer products. For profit.
When I look at the venom displayed on some of the forums and blogs, against Apple-critics, I suppose I got off lightly. But as I say, commenting that I don’t buy Apple isn’t license for the fans to make personal attacks of any sort. Apple are a consumer product company. Competitive. But failing to buy it doesn’t, by definition, make you a luddite.
I suppose it’s not surprising, really. Apple’s schtik – originated by their late CEO, Steve Jobs – was an appeal to cool, to the social status that, we are conditioned to think, comes with this consumer product or that one. That approach underlies most big brands, of course – and it certainly worked for Apple. Hugely. In the late 1990s Apple was a dwindling computer company that had failed to compete with Microsoft. Jobs came back on board and reinvented it as a lifestyle choice – a company whose products bypassed the reason circuits and drove straight to the appeal of emotion.
It worked a treat. People didn’t buy Apple because they could get a sharply better phone, or sharply better computer. Apple’s gear was always well engineered, well designed and reliable. But so was the gear sold by other major manufacturers. Most of it was also just as easy to use. That wasn’t why people bought Apple. They bought Apple because it was a statement about themselves. They get drawn into it – I mean, I heard that some guy in Australia microchipped his own hand, on the off-chance that some rumoured feature might be built into the iPhone 6.
It was, by any measure, a brilliant recovery. Genius. But when I look at the sarcasm, the personalised anger with which some respond when anybody questions Apple products – when I suggest that, maybe, other products are as good – I have to wonder. Do people validate their own self-worth by ownership of an Apple product? Is that why they get so angry, sarcastic and abusive? So personal?
Is this where Jobs wanted his customers to go when he reinvented Apple?
For myself, I don’t feel the need to define or validate myself with any consumer product. It’s just stuff, and these days it’s increasingly short-life stuff. For me, phones, tablets and computers are things you buy for a purpose. Not to make you better than somebody else. Products. For me that’s the arbiter. Will it do the job I need it for – properly, and without compromise? And at what cost – up-front and lifetime? How reliable is it? Will the maker support it for that lifetime – and a little way beyond – at reasonable cost? If I drop a phone, what will it cost me to replace it?
All these reasons keep intruding whenever I look for any new consumer product. The fact that this path has produced a wholly Apple-free household, I think, speaks for itself.
Copyright © Matthew Wright 2014