Open vs. Closed: Apple Closes the Loop

Apple may be the largest public company but it too is judged by a different standard one defined by Apple itself and the company39s ability to identify with Internet Pioneers and to enable them to identify with AppleApple has mastered the concept of being the company with musthave products on college campuses and maintaining an incredibly high user satisfaction score Apple39s core strength is its ability to create and then meet a need Anastasia Goodstein at Bloomberg Business Week noted that Apple39s silhouette ads feature people of all ages but added quotMost brands will never be able to fully replicate Apple39s zeitgeist moment with the iPod and its continued success with teens and young adultsquotWho knew they needed an iPhone or an iPad The brilliance of Apple is how its innovation has created new ways for people to enjoy their lives And what is most fascinating is how the products are not designed for teenagers they simply appeal to them as well as everyone else Whether you39re 6 16 or well past 60 the odds are good that you own an iPod iPhone andor iPad The Apple brand is ubiquitous More Apple products are being sold each month than new babies are bornAccording to a small survey of college campuses by Hudson Square Research39s Daniel Ernst the percentage of students who owned Apple computers rose from 33 percent in 2009 to 51 percent in 2010 Apple39s reach into the mobile world of iPods iPhones and iPads with cuttingedge designs and an almost cultish following brings a company wordofmouth marketing that is hard to match As a result according to CNN Money quotApple39s share of student spending increased materiallyquotThe Apple Store39s experiencebased marketing that allows potential customers to actually use the products is a key differentiator for the company According to Jim Nichols at Forbescom quotPeople who experience a brand through a store or other interactive program were more likely to positively identify with that brandquot There is something universal and fun about Apple39s approach to consumers that appeals to the young and the young at heart But it is deeper than a faddish brand Apple has loyal customers and the base has grown larger and more loyal over time while its designs have become hipper and more sophisticatedquotA computer absolutely can be sexy The focus on design clearly appeals to those on college campuses Apple aggressively markets on college campuses and uses campus reps to host workshops throw events and build relationships with students faculty and parentsquot Jonathan Ive former Head of DesignAppleApple39s college reps collaborate with the Apple team to run marketing programs on campuses from sales promotions to increasing awareness of Apple products Getting students and parents at a moment when a computer is at the top of their mind is just part of Apple39s approach Combining the eyecatching and even according to Wired quotclassroominspiring designquot Apple is clearly tops on most Internet Natives39 want listsApple is also at the forefront of a mobile revolution and Internet Natives by their nature are early adapters According to Brooke Crothers at CNET news quotApple has become a mobile device juggernaut amp8230So if it39s more or less a zerosum game Apple39s postPC devices will continue to take share away from the diminishing PC juggernaut by bringing young buyers into the more profitable for Apple MacBook Air foldquotConflict Between Open and Closed SystemsApple and cofounder Steve Jobs were at the forefront of what Jobs39 biographer Walter Isaacson calls quotthe most fundamental divide in the digital world open versus closedquot This divide continues to pit Apple39s closed strategy against the opensource strategies of Microsoft and GooglequotThe hacker ethos handed down from the Homebrew Computer Club favored the open approach in which there was little centralized control and people were free to modify hardware and software share code write to open standards shun proprietary systems and have content and apps that were compatible with a variety of devices and operating systems With the Macintosh Jobs became the founding father of the other camp The Macintosh would be like an appliance with the hardware and software tightly woven together and closed to modifications The hacker ethos would be sacrificed in order to create a seamless and simple user experiencequot Walter IsaacsonSteve Jobs Members of the Hooked Up Generation are confronted in much of their lives by the fundamental conflict between open and closedThey share their lives like an open book on Facebook Twitter and Foursquare yet they value their privacy and are reluctant to share their opinions and beliefsThey value the Apple promise of simplicity in both design and functionality yet they are eager to pimp out their iPhones with an endless variety of customized cases covers and stickersAt college they tend to stay within their own closed campus environment with college friends yet eagerly leave for months for a semester abroad opening themselves to the worldThey seek summer jobs and internships with tightly focused skills that can train and prepare them for a career yet favor course curriculum with as much diversity and openended requirements as possibleThey jealously guard and value their closest friendships yet open themselves to a wide social network and eagerly move back and forth among multiple circles of friendsInternet Natives in many ways personify the fundamental MicrosoftGoogle vs Apple conflict between open and closed within their own lives Looking toward the future it39s likely they will want to marry the two find common ground in the conflict and allow both camps to thrive For them and for all future generations the key issue is whether Apple or any company can achieve the exceptional blending of technology and artistry that Jobs inspired at Apple and that is the ultimate reward of the closed loopIn Isaacson39s excellent biography of Jobs Jobs suggests quotThe reason Apple resonates with people is that there39s a deep current of humanity in our innovation I think great artists and great engineers are similar in that they both have a desire to express themselves In fact some of the best people working on the original Mac were poets and musicians on the side In the seventies computers became a way for people to express their creativityquotInternet Natives share a desire to express themselves through their music fashion use of social media and almost all aspects of their lives Yet they also choose to avoid conflict Perhaps it comes from the lessons taught them by Nickelodeon which encouraged and empowered them to express themselves but also taught cooperation and equality No company has captured the zeitgeist of the Hooked Up Gen as effectively as Apple They grew up with Apple as they did with Nickelodeon as an embedded part of their lives and especially their online experiences They are the key consumers of Jobs39 innovations and the generation that will both reflect and carry on his transformative energy and visionJobs as cofounder and CEO of Apple and CEO of Pixar was responsible for Apple computers including the Macintosh iPod iPhone and iPad iTunes Apple Stores and the App Store iCloud plus Toy Story and other Pixar megahitsAs pointed out by Isaacson quotSteve Jobs thus became the greatest business executive of our era the one most certain to be remembered a century from now History will place him in the pantheon right next to Edison and Ford More than anyone else of his time he made products that were completely innovative combining the power of poetry and processors With a ferocity that could make working with him as unsettling as it was inspiring he also built the world39s most creative company And he was able to infuse into its DNA the design sensibilities perfectionism and imagination that make it likely to be even decades from now the company that thrives best at the intersection of artistry and technologyquotThis description of Jobs also provides a broad overview of what defines Internet Natives and sets them apart They are creatively inspired They reward innovation and uniquely embrace the intersection of artistry and technology Yet unlike Jobs they are sensitive toward the realities and needs of others and sensible about the realities of the issues they confront and the pressures they faceThey are like Jobs the 21stcentury generation most likely to be remembered and written about a century from nowChapter 23 Marketing to Younger Millennials amp8211 the Misunderstood Consumers

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Open vs. Closed: Apple Closes the Loop

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