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is apple getting tired?

Apple’s slick product development strategy consists of permanently avoiding the maturity phase of its products by spreading the deployment of their existing innovations over time. This ensures consumers will keep upgrading their devices and flourish the company’s cash flow with minimum R&D. Perhaps what they didn’t realise is that this strategy is, today, leading the company itself to its maturity phase, as they are seen as lacking innovation as a whole.

Is Apple getting tired? The fact that this happened when Steve Jobs left the Earth is a mere coincidence to me. This trend had already started before he left. Maybe the answer simply relies in the fact that competition managed to catch up. Apple’s current trial with Samsung – the company behind the development of the iPhone’s nemesis – unveiled an interesting letter that says it all about Samsung’s threat on Apple.


These two companies are differentiated by a key aspect of their marketing. Samsung never really had a strong brand equity, nor vision. If they have one, it is nowhere near the one of Apple (I wouldn’t wear a Samsung T-shirt – would you?). But they embraced Android like no other and managed to create a simple yet innovative and powerful product line in the name of the Galaxy range, which has quickly matched the appeal of the iPhone. Apple on the other hand, have established one of the strongest brands ever and have been challenging the status quo since releasing the first Mac with an ad to remember in 1984. That said, the recent releases of their products have been disappointing to say the least, with some little evolution that has been beaten by Samsung and other players in the market. A focus on a strong brand vs. a focus on a strong product.

What did go wrong for a company that was seen untouchable 5 years ago? Any new technologies they proudly launched have been matched by the competition, be it Siri or Face Time. They released a new iOS, which, to me, seems to take some hints from both Windows Mobile (design) and Android (functionality). Just like they seem to align on their competitors, with the rumoured launch of a bigger screen size after resisting it with the argument that you could reach the whole of your iPhone 5 screen with your thumb. And their anticipated attempt to release a cheaper version of the iPhone – the iPhone 5c, which is basically the iPhone 5 with a plastic colour cover reminiscent of the relaunch of the iPod Nano range – failed to deliver with a hefty price of around £450.


Maybe that last point is the beginning of the answer. When Apple released what everyone expected as an entry-level iPhone, they were actually never going to trade off their premiumness which is what their brand stands for and simply released a colour range rather than compromising on who they are. Can focusing on their brand keep them out of the water for long? The launch of the iPhone 6 at the end of this year is still fuelling conversations and will definitely be a turning point should they fail to deliver ground-breaking innovation. Their activeness on the patent front might be reassuring. There are also new battlefields this year, such as the wearable tech, with Google and Samsung being key players. So let’s not list them as dead just yet. After all, maybe that mind-blowing ad (and the way it was launched at the back of the Super Bowl storm) is reminding everyone of who they are. The question, though, is not about who they are but about what they will do.


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imitation is the sincerest form of flattery.

The word “inventing” comes from a lot of meanings. Whilst an “invention” refers to something new, an “inventory” refers to something existing. I find that quite interesting as it can be a way to understand the concept of innovation. Going back to its Latin roots, innovare means renewing or changing an existing concept/ process/ product or what have you. One might therefore be mistaken to believe that innovating is bringing something totally new to the world. Sit down Steve J, I’m only starting.


Innovation tends to be massively used in dynamic Industries such as the high technology sector. This is logical since differentiation in this sector is driven by the novelty of its products, even though the brand can still play an important role e.g. in Apple’s case. But innovation means patents, industrial spying, many (many) lawsuits and other childishness. Which brings us to the question: can imitation be considered as a form of flattery?

I have been using an HTC Desire HD for the past couple of months and I must admit that some of its hardware and software features clearly come from the iPhone’s famous innovations. One day, I have shared my new purchase on my Facebook profile and most of the underlying comments were quite disrespectful to HTC, stating that they had “cheated” on the iPhone to make a break on this market. Yes, HTC wasn’t the first to use multi-touch and other – once groundbreaking – features that today became a standard in smartphones. However, they have – alongside the Android OS – brought a lot of new innovations such as its processor for an improved speed, a revisited interface and the ability to customise your device the way you want. They have done what is standard practice in open source software: “study how the program works, and evolve it to make it do what you wish”. This trend isn’t specific to an Industry either: new advertising techniques are also imitated, then improved and so on.

Competitors tend to rely on what one has created to improve their own products and services. While some might see this as cheating and disrespect, others will see it as a recognition of the initial innovation as well as taking part to the ongoing improvement of the product, and in turn, to the dynamism of the market. The trick is then to ensure consumers remember you were the first one to introduce that novelty.

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it’s being smart that counts.

Who hasn’t noticed LG’s latest move? More importantly, who stayed indifferent to its message: “it’s being smart that counts”? I questioned myself quite a lot on this. Did LG really see a gap for smartphones with no aesthetic at all? How about Apple’s slick iPhone 4, the Nokia N8 and C7 or even the latest HTCs? Is product design and aesthetics really not a key aspect of the offering for a smartphone today?

Smart that counts

Relying on my Telco experience, all high-end smartphones are pretty much aligned in terms of performance today. There was a time when Apple managed to surprise everyone with ground-breaking technology but this has now been matched by the likes of HTC and Android devices, and Apple’s strong appeal now only relies on its brand equity and the success of its App Store. In this context, making a claim about a tiny detail can make the difference: an aesthetic detail, HTC Sense “lock and track” feature that allow a user to remotely control a stolen or lost device, an App Store and you name it.


So why would the LG Optimus One‘s claim only be about being smart, at the expense of, not only discarding any info about its design, but worse, claiming that they do not value it s a brand. Back to the ad (above), you will notice that the packshot is showing more than one angle – is that not showing off the phone’s design? And how about that partnership with Kelly Brooke? Don’t get me wrong, I’m sure she is also very smart.

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Apple v.2.0.

Many people have anticipated The 2nd of March for a while now. Steve Jobs – or his future successor – is due to announce his latest “revolution” to the World, namely the iPad 2. The press has rumoured Cupertino’s latest baby to sport a slightly different design, a frontal camera for video calls as well as a higher resolution screen (probably that “retina display” they’ve introduced with the iPhone 4). They might also release more versions (screen size and internal memory) to reach a wider market. So sleeker design, more versions, and addition of technologies already used on their current portfolio (camera and “retina display”). Rings any bells? That’s exactly what they’ve done when releasing the 2nd version of the iPod Touch.

I’ve been trying to understand how does Apple succeed so well. Sure their branding and marketing gurus have made it a purely inspiring brand with a vision, but there is more to that. I have been on their website and listed all the products they were selling for their main product lines. You will be surprised to see that that brand’s simplicity that everyone is praising actually extends to its products portfolio:

Apple table

The above table shows that Apple sells 38 products (a number about to increase on the 2nd of March).  Now looking closer, Apple actually sells 13 products, from 4 product lines, each declined in multiple versions. Looking even closer, you will see the differences between all these products: camera or not, retina display or not, screen size, internal memory or processor’s power. Logistically speaking, it would be safe to say that Apple actually release one great total product, and then remove/ lighten a few of its features to “multiply ” it in other versions and allow for it to be released upgraded a year later. This assumption also applies when you analyse the above chart across all products. The iPad for example, is literally a bigger iPod Touch (earlier version) with a bigger on-board memory, a bigger screen, and uses the same OS than the iPhone and the iPod Touch – that’s a lesson in economies of scale. All that doesn’t apply to their “lower end” devices (iPod Shuffle and iPhone 3Gs) that are only available in one version, or the iPod Classic that has been here for ages, using brilliant marketing techniques to sustain like the famous bottle of Coke, or even Hugo Boss “Hugo Man” fragrance.

iconic design

So how does Apple succeed so well? Steve Jobs relies on a few core platforms – Mac and “i” ranges (iPod, iPad and iPhone) – to then play with technologies that can be applied to all them. The trick is then to know when and how he will release it. Therefore, anyone shouting that Apple is amazing as they have so many great products would be mistaken since they actually only have a couple. Now let’s open our marketing books to see what this technique allow them to do:

  1. Regularly refresh their products with features perceived as groundbreaking by their early innovators – eventually purchased by innovators and the rest of the gang
  2. Avoid the maturity phase of the Product Life Cycle (PLC)
  3. Reach a wider audience with products that are not significantly different but for which you are ready to pay a significantly higher price (up to £1k on Macbook Pro, £2k on Mac Pro)

So next time you see an ad stating – with their usual modesty – “this changes everything, again”, read it as “it changed everything a year ago on this so we ran it on that, thanks for your continuous custom”.


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