The perfect example can be found on shelves at Best Buy, on Dell’s website, or scattered throughout almost any office anywhere in the world. Windows PCs are cheap and getting cheaper (yes, that’s possible). That means Windows is associated with cheap. Why buy quality hardware when cheap hardware still runs Windows? Apple succeeds because it differentiates Mac, iPhone, and iPad from competing product from other manufacturers.
Compare And Contrast
The key word in my analysis is differentiation. Apple does that much better than any other major manufacturer in the PC, smartphone, or tablet industry.
Examples abound, but one that caught my eye this week was the new HP Stream 11. HP was once synonymous with quality products. That seems to have changed with products like this one.
What kind of quality hardware do you get with a notebook that’s priced at $200? Retail.
What you get for that paltry sum is indicative of what the entire Windows PC market has become. Every manufacturer is a purveyor of cheap plastic that runs Windows.
The Stream 11 comes with an 11.6-inch 1366×768 display, 2.16 GHz Intel Celeron CPU with Intel HD graphics, 32GB of storage and 2GB of RAM, and battery life at about six hours. Windows 8.1 and Office 365 Personal are installed.
Apple will make more gross profit, on average, for every Mac sold than HP will in retail sales of such models; and sell more Macs by the millions. Why?
Windows PCs are personified as cheap, plastic, almost throwaway devices, while Macs are considered to be premium devices which run a more secure operating system,are easier to use, yet can run Windows if necessary, making the Mac the best performing and most flexible Windows PC you can buy.
This same differentiation extends to Apple’s iPhone and iPad models. The aluminum cases alone are clear differences which customers can perceive in an instant as a premium product worthy of a higher price tag. Even used Macs, iPhones, and iPads command prices greater than new plastic products from other makers.
Android is not merely a clone of iOS, though visual similarities exist. Where does all the mobile malware reside? As with Windows, 98-percent inhabit Android devices; not Apple’s iPhone or iPad. That differentiation is not lost on customers who are concerned about productivity, product longevity, and the quality of the user experience.
In product marketing they say that differentiation is key. Apple differentiates better, and it’s not just marketing hype. This is why Apple succeeds where others fail or flail.