APPLE AND OUR MOST GLORIOUS FUTURE

AS CORPORATE CHEERLEADERS

I point out the many obvious, verifiable failures with Apple software.

The well-paid Apple bloggers shout: WINDOWS PHONE! WINDOWS PHONE!

Because we can’t have the truth.

We can only have sides.

And if the corporate cheerleaders are faced with the stark, binary choice of jettisoning every last drop of credibility or simply acknowledging something bad about Apple that *everyone* already knows, the wealthy sycophants will post the bad news.

Then rush rush rush to add good news over top.

God forbid someone visits the site and sees bad news. Make them work hard to find the truth.

Hacks.

I don’t know how some folks can do what they do. Speaking half-truths, allowing falsehoods to take root, masking reality, promoting products even they don’t use and won’t use. Must pay well?

Is this our world?

Where “bloggers” and “analysts” and “journalists” are well-rewarded for being de facto corporate cheerleaders?

Spoiler: Yes.

It will become increasingly difficult to discover the truth because corporations will pay, directly and indirectly, those who best promote their products and services — to the point where it drowns out facts and relevance.

“These iPhone apps suck.”

GOOGLE! PRIVACY!  ANDROID BAD! EVIL EVIL!

“But — “

THIS NEW IPHONE MUSIC APP IS AWESOME! AWESOME! AND THE NEW IPADS!

It gets better, dear reader. You will find the signal amongst all the noise.

In a world of customization, outsourcing, robotics, 3D printers, anywhere, anytime shipping, and global social media, corporations — businesses — will be able to build what we want, when we want it, at a reasonable price.

Plus…

We can get these products and services, just as we want, where and when we want, and at a reasonable price, from companies whose values mirror our own.

Oh, look! They’re “green”! Like me!

My company helps fight poverty!

I only buy my beans from women-run cooperatives in the southern hemisphere who refuse abortions and promote organic growing practices.

Values equal profits.

We can now find companies who both provide us what we want and envision the world as we do.

That’s powerful.

And it’s a complete transformation of how business functioned in the 20th century.

Businesses that provide us what we want and whose values align with ours make us more than consumers, they make us advocates. Cheerleaders.

What makes Apple unique here, is that:

  1. It’s the richest corporation in the world, so it can handsomely reward all its cheerleaders. That women-run co-op in Peru may give me a free bag of beans if I help them snare 10 more customers, but Apple is so rich and so big that it can theoretically sustain a massive de facto public relations slash blogger army  around the world.
  2. Apple can’t customize. Apple is simply too big to make a product just for one, or even just for one sub-demographic.

Or is it?

As much as the hack flunkies piss me off, I am fascinated by how Apple, a giant corporation constructed in the 20th century, is trying to re-make itself and re-jigger its messaging so as to offer the appearance of personalization and customization.

Apple very aggressively promotes its “green” message. Apple very aggressively promotes its good Chinese labor message.

These are good things! I like Apple! See! Apple cares!

All corporations do this.

What’s much more interesting, however, and a major shift in how the company develops its hardware products — and which nobody else has picked up on — is that Apple is no longer building a product for all of us.

While Apple has created hardware for specific market groups based on ability to pay, I predict the company will now aggressively focus on developing hardware products based on the notion of personalization. This is transformational for Apple.

It started with Apple Watch.

Apple Watch has been an utter failure, but the lessons it teaches are very instructive.

Most notably, there is no Apple Watch.

Rather, there’s an Apple Watch for the active lifestyle person. There’s an Apple Watch for those who love to tell the world, in all the ways they can, that “I’m going to be a master of the universe! Soon! Yeah, this is my new Apple Watch” There’s an Apple Watch for the new wealthy techie. There’s a slew of bands for each of these personality types. And Apple Store employees will be well trained on how to determine your personality type, your values, and then sell accordingly.

It will no longer be one product rules them all.

This is a very shrewd strategy.

In part, because it’s the way of the world in the 21st century: personalization of the product plus matching the buyer’s values.

It’s also necessary for Apple because Steve Jobs is dead. Steve, God bless, was able to remove everything unnecessary, to uncover the *universal* features and discard everything else. No one at Apple, perhaps no one anywhere, has this gift. No Steve means no universal product.

I think Apple simply has no choice but to make far too many products because all the various sub-demographics and sub-psychographics and all of us values-driven customers all demand it.

That said, it’s also the end of “Apple” and the “Apple person.”

You will no longer be an Apple person. Because you no longer can be an Apple person. That concept won’t exist.

You will be a rich-fit-kept Apple person, a aspirational-creative-artist Apple person, cool-soccer-mom Apple person, etc. etc. A billion of us. With our own unique product. By one giant corporation.

Progress.