The website about the four-part video series ‘Everything is a Remix‘ is a must view to gain an increased understanding about humanity.
To sum it all up, we’re creatures of habit and we copy incessantly; mixing and matching pieces of this to pieces of that to create something that looks new, but is made up of parts and ideas and designs that clearly are not. Even with Apple, everything is a remix.
iPhone, iPad, iSlab
Somehow or another Apple continues to remix to originality. Remember the MacBook Air, that sliver of silver, the wedge-shapped Mac notebook that became a darling among road warriors?
Look around. A trip through Best Buy or most any non-Apple computer store these days and you’ll see a plethora of PC notebook designs which have a strange resemblance to Apple’s now iconic design.
Look around. A trip to any cell phone store these days and you’ll see a plethora of smartphone designs which have a strange resemblance to what Apple made popular just a few years ago– a flat slab of gadgetry with a screen filled by app icons.
Look around. A trip to Walmart, Target, Best Buy or almost anywhere that electronic gadgets are sold and you’ll see a plethora of tablet designs which have a strange resemblance to what Apple made popular just a number of months ago– a flat slab of wizardry with a screen filled by app icons.
Everything is a remix, yet somehow Apple manages, year in and year out, to cobble together common parts into a coherent, unique, visually attractive, and obvious design that sets it apart from other manufacturers, yet becomes the de facto highway toward tomorrow’s designs.
If everything is a remix, would you like to take a guess as to what next year’s smart watches look like, and how they’ll be priced, and what they’ll do?
Product Marketing Rules
One of the axioms of product marketing, a rule, if you will, is the need for differentiation. If every smartphone and tablet looks much the same, how are the brands and models differentiated?
It’s a short list.
Size. Price. Product materials. Brand and reputation. Operating system and apps. Interconnect capability and ecosystem. What else is there? Oh, design.
Now, take that list and overlay it on Apple and every other maker of smartphones, tablets, and notebook PCs. If everything is a remix, how is it that Apple remains somewhat unique among makers?
Apple’s designs and hardware build quality are next to none, therefore, differentiated from plastic riffraff. OS X is not Windows and iOS is not Android leading to another clear differentiation. Apple’s products tend to be devoid of popular malware, another distinction. With Apple Stores, Apple runs the Disneyland of tech products, another clear differentiation.
If differentiation is a key component of product marketing, Apple succeeds by remaining different, even in a world where everything is a remix, including Apple’s own products, themselves a remix of typical components, but rearranged in a unique and compelling way.