Tuesday, January 11, 2011

Apple's Orchard



This video may indeed have "AP" stamped on it, and these guys are officers of Verizon, but this is an Apple iPhone advertisement. Notice Verizon did not say "We welcome the iPhone into our line of products..." or mention any other brand retailed in their stores. Instead they pitch the iPhone as the flagship of the Verizon network.

You may not be able to afford an iPhone, but you sure know what it is, and chances are you want one. Same with the iPad - you may not be able to afford it, but you know what it is and you want one.

What is Apple doing different? I mean sure, their overall design is better, but it's a little more than that. Even though their app store is a 'walled garden', Apple's users are not clamoring for open alternatives. Relatively few people jailbreak their devices - that speaks volumes to the overall experience.

I think Apple's strength lies in its ability to be invisible. The most popular apps are built around communities, not Apple itself.

Maybe this is our new paradigm as musicians and performers - we're really creating tribes out here, and we'd do best to simply be a part of the experience versus demanding our community to worship us alone.

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