How to Make Your Company More Like Apple
The most recent CNBC All-America Economic Survey revealed that at least half of all U.S. households own at least one Apple product. In other words, there are more than 55 million American homes with at least one iPhone, iPad, iPod, or Mac computer.
The actual breakdown is interesting: Just as many Americans between ages 18 and 34 count themselves among Apple users as those ages 35 to 49 (63 percent). The number drops to 50 percent when you get into the 50 to 64 age group, and down to just 26 percent among those 65 and older.
How has Apple managed to make their product so appealing to a broad demographic…and how can you do the same? The answer is simple: Apple has a long-term strategy.
Think back to the 1970s and 1980s. What market did Apple concentrate on? Schools. They made sure their product was a prominent part of education. They knew that the more you get kids used to using Apple products, the more likely they are as adults to keep buying them. That’s why today we have adults who grew up in the 70s and 80s who are huge Apple fans. Having a long-term strategy makes sense if you plan on being around for the long-term.
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Second, Apple does not compete on price, and it never has. Competing on price puts you in a low-margin game, and that’s a hard game to win. Apple knows there are better ways to compete, such as reputation, image, service, quality, design, time and speed of delivery, value, experience, innovation, knowledge, and loyalty. So rather than compete on price, as so many others have done with a commoditized item, they have focused on competing on quality, on their innovative designs, and on innovation itself. No wonder the PC world follows many of the things Apple introduces.