news from the intersection of branding & technology

Apple debuts new stuff … is it enough?

In Apple, mobile & tablets, Samsung, Steve Jobs on September 10, 2013 at 11:11 pm

by Robert Liljenwall

A sage marketing professional said that when someone asks you how it’s going, a safe answer always is:  “It’s too early to tell.” For no matter what the question is…this response always seems like a very intelligent answer, especially when commenting on Apple’s release of its new phones and iOS7 today.  The cat was already out of the bag weeks ago, as reported in BTN, so today’s event was really anti-climactic.  Anti-climactic for several reasons:  1) really, no new product was introduced and it’s been two years since Steve Jobs departed and we haven’t seen a new product, only updates and enhancements; 2) there was no home run – a bunch of singles and perhaps a double … and Apple left players on base; and 3) the ‘brand vote’ was negative – the stock didn’t go up, it went down – 2.28 percent loss in overall value today (9/10). Touch ID

#3 is really not surprising.  Carl Icahn touted Apple as a stock near $600 and there have been buy recommendations for $525 and $540 before the event … .so the fact that Apple went down is a bit depressing if you’re an Apple lover … “how could you leave me?”  But the reality is that until Apple makes a major move with something new besides cosmetic and interior system improvements, people will question Apple’s vision.  Yes, the new enhancements are quite nice – such as finger-print ID … faster processor … longer battery life … and better camera.  And a cheaper phone will help Apple in China.  But Apple does not appear to be a forward-thinker these days, and it pains me to write this.  The Samsung people must have smiles on their face … although the iPhone 5C could give them trouble in China … but we’ll see.

It’s really too early to tell … until Sept. 20 when Apple starts putting the iPhone 5S and 5C in people’s hands.  I will most likely trade up – always do because I love my iPhone and trust Apple…and that’s the core of the Apple brand – customers who love their products and trust them.  Do Apple people want bigger screens?  Perhaps, but frankly, I love the way my iPhone fits in my hand – and I have short fingers, so a wider phone would not help my experience.  And besides, Apple’s legacy and quality of design simply cannot be matched by the Galaxy.  Just can’t.

Apple was rumored to have the iTV in the wings – but it was a no-show.  And when that does happen – I suspect next spring – it will restore some of the lost luster on the Apple brand.  Yes, the Apple brand lost some buzz today … sorry to say.  I remain loyal but am still waiting.  A good friend, Robert Page, sent me this rather poignant quote from Steve Jobs this morning which bears passing along to you:

 “You’ve got to start with the customer experience and work backward to the technology.  You can’t start with the technology and try to figure out where you’re going to try to sell it … A vision for Apple [is] ‘What incredible benefits can we give the customer?’ … I think that’s the right path to take.” – RJL

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