The debate and passion that exists within BM on how great Apple is has intrigued me. As someone that has worked in Marketing for too long I enjoy debating the drivers that exist to convince folk to part with their hard earned cash. Apple are particularly successful at this as they entice their clients to pay through the nose for ‘what’? Last evening I watched (part of!) a programme on BBC 4 relating to exactly this topic; albeit contextualised within the ‘digital’ age and ‘our apparent constant need to ‘upgrade’. The section on Apple included a commentary by a brand psychologist (silver surfer like me; so well experienced!). His belief was that Apple had tapped into the emotional need intrinsic (yet subliminal) in us all (or at least many of us) to ’strut’. His explanation was that (particularly males) need to display their peacock feathers in order to stand out and ‘attract’ attention. Interesting! Could this need be due to deficiencies elasewhere? ……..
PS: Just felt the need to be provocative!!
PPS: The programme went on to visit South Korea the new age upgrade consumer society …. watch out for Samsung!