I’ve been meaning to jot down my thoughts on Apple’s continued assault on technical specifications. There was a time where people really cared about *HZ (Hz, MHz, GHz, whatever) and RAM and cache size and blah blah. Because computers used to suck. Now they don’t. Apple knows that we’re reaching a point of computing where we are seeing nominal differences as technical specifications go up (or down, depending on what’s better). Until the next major commercial breakthrough in processing (maybe quantum computing?) there doesn’t appear to be a reason to continue publishing these statistics when trying to sell a computer, phone, etc. Apple doesn’t bother. They sell you the experience. What you can expect to get in return for using an Apple computer or cell phone.
I could go on, but I think Gina Trapani eloquently summed up my thoughts in just a few sentences.
That’s the thing about Apple marketing. They don’t talk about how many gigabytes of memory or how many CPU cycles or how many apps (much). They aim for your heart, and show you how technology can make your life better during its most important moments.
There you have it. Apple versus the rest of the computer, mobile handset, software world in a couple of sentences. Selling the why not the how or what.
