Much has been written about Apple’s recent television commercial campaigns, the ones that are all touchy feely and so full of imagery and emotion that for critics they’ve become like wood to termites.
Tech pundits and Apple critics (often the same people) have been attacking the iPhone, iPad, and Apple’s ‘signature‘ commercials as lame, defensive, and, you know, just full of feelings, therefore, Apple is doomed. Why? How? Just because.
Nothing More Than Feelings
This inability for tech media pundits and critics to understand how Apple generates feelings in both products and customers can only mean one of two things.
First, those critics not of this earth. They’re sent here by beings from other worlds to destroy our way of life by nitpicking to shreds anything good and decent and appreciated.
You see the same thing among political pundits and faux news channels all the time. They don’t bear examples of superior analysis. They demonstrate a hunger that feeds on negativity.
Or, second, they’re simply well heeled shills being paid by their publishers to trash talk any product or service or company with a large reserve of customers and good will, because, well, headlines sell.
Follow the money trail. It’s the age of digital yellow journalism and that’s how online publications and media outlets make their money. Not by thinking or building, but by tearing down what others create with false arguments instead of valuable analysis.
One perfect example that caught my eye came from reader comments to the Macalope’s recent skewering of pundit Michael Wolff, an obviously contrarian shill. As you would expect, Wolff’s ridiculous arguments are worthless link bait, easily dismissed with thoughtful analysis, but it’s the comments from readers that make the effort worthwhile.
Apple’s customers– Mac, iPhone, iPad– feel good about using those products in ways seldom voiced by customers of competing products, and hardly ever by critical pundits on the take by editors who prefer the sensationalist route to riches vs. thoughtful analysis or factual reporting.
When it comes to hardware and software, feelings are rather difficult to quantify or to express in a PowerPoint presentation or when comparing features between products. Yet, with well over 350-million highly satisfied customers, Apple seems to embed the capacity to feel a result** within each product. In other words, the product hardware and software kinda sorta mostly get out of the way of what needs to get done, making the product highly usable, very desirable, and one that evokes feelings of trust, a kinship if you will.
That begs the question at hand, how many ways do you love your Mac? Or, iPhone? Or, iPad? And, more importantly, and surely in language not understood by the technorati elite, why? What’s the feeling you get when using your Mac, iPhone, or iPad for whatever intended purpose?
**Microsoft does something similar with Windows and Office products, though the feelings generated are often negative.