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The Apple brand is all about simplicity, driven by Steve Jobs’s vision.1
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The Apple brand is all about simplicity, driven by Steve Jobs’s vision.1
The Apple brand is all about simplicity – a limited model range, innovative interface, modernist industrial design and reliable connectivity. A key reason for Apple’s success was that Steve Jobs had a vision and personally developed and controlled its delivery.
Apple’s products have a distinct personality that customers can relate to. They famously personified their brand in the ‘I’m a Mac, and I’m a PC’ advertising campaign of 2006.
When we deal with any product or system, our instinct is to see it as a single personality. So we expect it to be consistent. We expect an organisation to have a memory of its promises and of the history of our dealings with it.
And we expect it to have integrity and politeness – to be truthful, and to want the interaction to succeed.
The easiest way to achieve this is to actually have a single personality designing the system and creating the communications. This isn’t realistic, but it really helps to find a senior champion who prioritises the customer.
In Apple under Jobs, everyone knew there’d be trouble if the simple, coherent customer experience were threatened.
Ken Segall (2012) Insanely Simple: The obsession that drives Apple’s success. Penguin