While I too tend to drool at the stylistic innovations of Apple products, I have never quite been tempted to buy into it. Apple, it seems, operates on the same principle of the marketing model of American car companies during the late fifties to mid-sixties. Their thrust was two-fold. One, the cars wore out after two years. And, two, after two years, the styles had changed so dramatically, nobody would want to be seen in cars two (or more) years old. The latest models were unleashed on the public with such fanfare and ferocity, it kept the cycle of trading-in the old cars for new ones in high gear.
When I went to get my iPod fixed some years ago (the battery was bad), I was told that it would be cheaper for me to get a new one (which even had additional features to entice me). Innovations are deliberatively held back to be included in next year’s model. But nobody is willing to wait that long, so they buy what’s available now, and the following year they buy again.
It’s a brilliant, all-American sales strategy that applies to women’s fashions as well. Hat tip, Steve Jobs!
Ironically, Apple products have also assumed a political dimension. Self-proclaimed liberals in particular can not seem to do without. It’s become a symbol of progressive, left-wing politics to own Apple products; much like the Volvo brand. The irony is that the Apple sales strategy flies in the face of openly professed liberal lip service in support of conservation.
The flashy cars of the sixties eventually would come face to face with the reality of more durable foreign imports, and consumers flocked to the competition in droves. Apple reminds of what’s left of the ‘trendy’, "keeping up with the Jones's" mindset. It works because an investment in Apple is not as great as an investment in a car.
As our economy continues to erode and after Apple too has been dashed upon the shoals of necessity, some toothbrush company will be attempting what Apple is doing now.
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