Let’s take names. Product names. Luke Dormehl thinks Apple has a product naming nightmare. The only nightmare is ill informed and flatulent opinions on a non-issue. Names is names. Which I why I think Apple should have iShampoo and iVitamins.
We can argue until the cows come home as to which naming convention Apple should use, but it isn’t as if Apple is not having any success with the names it uses on the few products it makes. Consider Amazon, the online retailer mostly owned by a Steve Jobs wannabe without the street cred. Amazon sells everything and even the company’s marketeers know you can’t slap the Amazon brand on just anything and sell a few gazillion items overnight.
Well, maybe you could– Amazon did it to Echo devices and Primie– but it won’t be Amazon-the-brand-name on Amazon’s own skincare line. Jon Fingas:
The internet giant has introduced its first “dedicated” skincare line, Belei, to snap up customers who’d otherwise hunt down coveted Korean products. The initial catalog includes everything from basics like facial wipes ($9) to a slew of moisturizers (typically $35) and multi-purpose serums (up to $40), helping you deal with everything from acne to wrinkles.
Belei is an Amazon brand without the Amazon name, and that strategy allows the company to extend into many different product categories; some complementary, some not so much. What do Amazon Echo and Belei have in common? Nothing but Amazon’s store.
So, Amazon’s non-Amazon brand venture leads me to a perfectly considered strategy that Apple should adopt. After all, the company needs more products, seems to like Services which feature ongoing revenue from customers, and the trendy subscriptions model. What would be better than Amazon-like skin care or personal care products? Customers would use ’em up and buy more.
That’s Apple’s new strategy. Not get new customers. Get current customers to buy more.
Let’s start with something like iShampoo and iVitamins. Everybody uses shampoo and conditioner, right? And, vitamins? That’s a multi-gazillion dollar industry and Apple’s 1-billion strong customer base would lap up both products.
Hey, Apple could sell them as a subscription service. Pay by the month like the iPhone Upgrade Program. It’s one thing to truck on down to the Apple Store to load up on shampoo, conditioner, and vitamins, but what about having them arrive via FedEx? Cool, right?
Apple, of course, is known as a premium brand so you might expect to pay more for iShampoo and iVitamins, but price won’t matter because everyone knows customer sheeple will buy anything from Apple without even trying it first.
Does quality even matter anymore?
It’s not clear how well Belei will work compared to some of the more established options. However, that almost doesn’t matter to Amazon. This is ultimately about capitalizing on a trend and creating a revenue stream from people searching for skin fresheners on its store. Superior care would just be icing on the cake.
Hey, it’s math.
Apple struggles to get new customers to come on board the ecosystem gravy train so it’s important to sell more to the customer base before someone else does.
Of course, within weeks after Apple’s iShampoo launch (or, maybe, iPoo– that has a nice ring to it), Samsung with hit the market with slightly less expensive Galaxy Poo.