What Apple Does Right… That Everyone Else is Doing Wrong.

As reader have proven thus far, it’s easy to ignore the fact that VeryTechnical takes it’s fair share of jabs at most all tech giants to focus entirely on those towards Apple and conclude that this site has no love for Apple. Is that true? Not at the slightest!

Watching some of our YouTube web media actually reveals a lot of Apple products in our everyday lives. One thing worth admitting though is that the things VT loves about Apple isn’t exactly vocalized as much as it should be. Honestly, there’s a lot of key factors that the other companies constantly drop the ball on that Apple gets right so often that other OEMs should bow their heads in shame.

1. Creating a Controlled Environment

Coincidentally, the same things you hear Apple naysayers bashing Apple for has been their greatest asset. Where an Android fanatic may call iOS limited or lackluster in functionality, Apple twists the statement to infer they only include what’s important. Many will cite the technical deficiencies in Apple’s hardware, and have Apple fire back with counter-priorities of hardware design and beauty that make people feel like they’ve got something truly premium… giving them the ability to make technically superior products seem like cheap plastic junk. If you ever doubt the social power that Apple wields, it’s worth considering that they single-handedly added a negative connotation to the word “ubiquity”.

The biggest part of this controlled environment is that no one controls anything but them. Carriers don’t get their chance to lay their grimy fingers on firmware, nor are there any other OEMs distributing into the Apple ecosystem aside from Apple. This gives them the direct power to control everything in play. If they want to release an ecosystem-wide update, they don’t need to wait for AT&T, Verizon, Sprint or any local carrier to touch it up before it’s RTM… and every carrier has to abide by that. No one gets to play middle man, and this lets Apple have a level of quality control that companies like Google offer in a miniscule percentage of their ecosystem.

2. Crowd Control

If Apple wants the mainstream public to believe that Macs have a better color gamut than PCs, the mainstream public will believe it. If Apple wants the mainstream public to believe that Macs have faultless security, no amount of contrary facts will have an impact great enough to conquer the unstoppable mass of people who gather around each other and chant “Macs don’t get viruses” around an open flame. This is crowd control. Unlike any other OEM, Apple has figured out the secret to having total control over their grapevine reputation. They’ve got JD Power wrapped around their pinky finger, and look a little higher on that same finger to find ConsumerReports.

This; if nothing else, is the most important factor they could possibly have in making their userbase have such a viral spread. The anti-Apple naysayer movement cannot get large enough to make the general public think Apple does anything less than perfection… and it shows.

3. Presentation/Advertisement

On cue, you can find every self-proclaimed Apple hater front-and-center with their eyes glued to the screen (if they aren’t a part of the vicious mob attack trying to bogard their way into WWDC) ready to take in every second of it… and there’s a reason. Apple has a way with words. Whether we’re talking Steve Jobs, Tim Cook, Jony Ive… any of them. They appear with a level of confidence and speech-smithery that is not only polished, but inspirational and iconic. Their keynotes, presentations and conferences could easily be a DVD collection just for the unprecedented level of execution they have. They know how to get on stage and have fun, highlight numbers that instill the portrayal of superiority in their products and most importantly announce features that even an Apple hater can agree has or will reshape the direction technology takes.

That aside, their advertisement plays a huge role too in making sure the name, the dream, the concept is kept fresh. Every commercial they show displays Apple people being exactly what everyone wants to be – happy, social, fun-loving, adventurous and ambitious with their iPhone, iPad, Apple TV and Mac playing it’s respective role in their personal and/or professional lives.

4. Timing

Quite possibly the biggest mention here is how everything Apple does runs like a well-oiled machine. Everyone they need is present, and the necessary staff is doing what they need to do when they need to do it to provide results that happen when they need to happen. Inversely, a HUGE problem I have with Microsoft is the fact that they have no grasp on how important timing is – they don’t seem to realize just how much less of an impact a product can have if it’s release comes six to twelve months after they get an audience all riled up… that’s a jab at you, Microsoft Surface Pro.

While the presentation revealing this masterwork didn’t reach the level of performance as we’d expect from Apple’s legendary presentation style, it was far above their norm – and notable in more than a few key areas… but from the moment they exposed the release date it became clear that they dropped the ball. How? They gave everyone far too much time for their excitement to subside – enough time such that many originally excited customers just stopped caring.

Apple knows the trick to this – and we see it in every presentation. Whether it be an iPad, iPhone or a new version of OSX – when they announce it, they use a near and clear release date to further excite the audience by letting them know they will have what’s announced – and soon.

As a company, Apple knows how to keep the ball in their court… and it has the referee on their side. Other companies may have stronger, more capable offerings… but if they want it to sell, Apple’s the one they have to play catch-up to.


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