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On Apple Computers - My Views

I was laying in bed the other night and my wife Irene was next to me surfing the internet and checking out  Facebook. She said to me "Take a look at this" and proceeded to show me a cartoon with Steve Jobs in heaven next to an angel and another old man in robes.. The caption read "Moses, this is Steve and he's going to upgrade you tablets!".  I had a laugh but also a reflection of how Apple has continued to have success after success in the market place and is now the 2nd largest company in the world and briefly ranked No 1. ahead of  Exxon (in market captialisation).

The Apple success story has some lessons for all of us. Steve Jobs was often interviewed and asked "Whats the secret of Apple's success" and he listed a few things that sharply differentiate Apple from other IT vendors.

1.       Range. In the late 1990's when Steve returned to Apple they has 350 products, he cut it back to around 10 and would say "We had to cut out the crap and focused only on a few machines that were meticulously perfected"  He would say ""People think focus means saying yes to the thing you've got to focus on," said Jobs. "But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. I'm actually as proud of the things we haven't done as the things I have done. Innovation is saying 'no' to 1,000 things."

This strategy has led to the worlds most valuable brand with sales of almost  $100billion pa. Just like Steve we also should choose our IT products carefully.

 

2.       Price. Whilst others continue to cut prices and produce ever cheaper products where quality and support is poor, Apple stuck to its quality model and maintains normal sustainable margins. Whilst Dell and Toshiba make a margin well under 10% Apple make a margin closer to 30%. The margin allows Apple to provide excellent support and helps the customer "keep faith" with the Brand. 

The lesson for us is that if you buy a cheap laptop you get a cheap laptop just like a car or cosmetics or vacuum cleaners. Apple products cost more but deliver much more.

 

3.       Loyalty. Apple do all they can to convert you to Apple and keep you. This loyalty and zeal is obvious with iPhones, iPads, iPods and computers. I used to refer to it as "the dark side of the force", but maybe its us non-Apple users embracing the "dark side"?. My wife recently has issues with her iPhone and she attended the Apple store at Chermside and without kicking or screaming was offered a new phone .... Just like that.

Yes, loyalty is earned, a lesson HP Acer and Lenovo are yet to learn.

 

So as I edge ever closer to my first Macbook laptop I bid you all happy computing and suggest you apply the Steve Jobs philosophy to your own lives;  cut down and focus on the most important things in life (eg family), look a value in life,  and lastly engender loyalty in others by acting ethically.