Apple – or rather Steve Jobs, is synonymous with the phrase “And boom!” He’s an excitable chap conveying nothing but firm belief in the products both he and his co-workers design at Apple HQ. Let’s face it, if they haven’t then why should the buying public?
The popularity of the iPod, and subsequently the iPhone, have led to a prime showcase of how products that do have failings (and they do!) are forgiven by the seemingly overwhelmed public with their perception of a “must have” gadget – but why?
It’s more of a hypothetical question, but stick with me on this one as the subject at the heart of this post is the much toted “reality distortion field” more commonly referred to as the RDF. Anyone who has had the opportunity to watch a keynote presentation from Apple Inc’s illustrious leader will have been subjected to and experienced the RDF! Such throw away comments as “incredible”, “amazing”, “awesome”, “ “really nice”, “really easy”, “really great”, “wonderful”, “gorgeous” and of course most of these statements have the prerequisite (and possibly the corporate requirements) of being introduced with “and boom!” Each and every statement brings with it a round of applause and the obligatory ‘wOOt’.
RDF being a phrase coined by Bud Tribble when describing the charismatic effects exuded by one Mr. Steven P. Jobs – or what is probably more at home as being the wearer of rose tinted glasses!
It’s incredible, truly awesome, amazing … Oh no, I’ve fallen into the trap! Take a look at this for a taster.
The whole dramatic unveiling of this seasons must have gadgets is to build the perception and notion that we (yes, you and I) need them. And, before we know it, they have indeed become must have. Creating this notion in the customers mind is no easy task, tapping into our personal desires and the basic materialistic nature that resides in each of us. “Think Different” was the old Apple strap-line of yesteryear – not any more as the social impact of the white headphones becomes ever more prevalent.
Am I attempting to round up the troops? Am I going against the machine and awaiting the arrival of the Microsoft Zune HD?
Nope!
Right then Steve, what’s next? No doubt whatever it is I won’t really need it, and no doubt it won’t change my life – but the simple fact is that I can’t help but be transfixed by Steve & Co’s persuasive charms!
So, back to the RDF – it’s clearly working for me, now where’s my credit card?
Hi Mark,
Very interesting post – the success of Apple’s marketing campaigns is often overlooked in the flame war between the Microsoft/Apple/PC/Mac crowd. The iPhone ads (while now a bit annoying) convey the ‘easy + fun + mmm shiny = woot’ perfectly.
This to my mind is the key failing of MS and Windows based products – you don’t want to have them unless you already want to have them (if that makes sense). Windows has been the norm for so long that people don’t see a need to look elsewhere and in a perverse way overlook any failings it has as a result.
Personally I think is MS are still excited about their products but it just isn’t communicted to their customers in the clear, succint way Apple do.
… and that is why you fail (Microsoft).
Spoken like loyal 51st Staters guys!
USA companies are great at MARKETING and less good at making.
Take a look at their auto industry!
For silver surfers like me … and many other folk I ‘think’ .. we need to see the VALUE in what we buy. This includes feature, function, useability and cost effectiveness.
I-Pod does that for me but the ‘fone’ thing doesnt.
PEOPLE mean too much to me and ‘slaving’ over mind dumbing apps on a tiny screen as opposed to ‘intercourse’ with folk just doesnt turn me on.
This is not what the future is about so when do we stand up and shout … AMAZING .. BRILLIANT… FANTASTIC … BULL-SXXT!!
After all. standing out from the crowd means being different …. doesnt it? ……..