And if most people agree then it will be popular with many. And if that module is better than no module then it will command a price and if it’s better than another module or modules then it will command a premium. They are modules used in a melee of activity to make the user feel they are making progress.
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Products are enablers, as are experiences and software and ecosystems and services. By employing the product, and a whole lot more-effort, time, mental energy and repetitive actions-they learn to exploit a product to achieve satisfaction. They trust products unseen which have a reputation of delivering that which they think they might like, without knowing what that is. In other words they don’t know what they want but know when they have it. They are buying hope, satisfaction, escape or vanity. They are buying modules to combine with other modules that help to do something. They are buying safety, comfort, convenience, simplicity, productivity. But if we were to unpack that number and see why it’s so big we would discover that buyers are buying something other than what financial statements report.īuyers are buying experiences, I hear you say.
We see a line item in the income statement that says “iPhone” and it has a big number next to it so we, of course, fixate on that big shiny number. This thinking is again a legacy of where the company was but mainly it’s a reflection of how revenues are reported. At one time it may have been the Mac, another, the iPod and now the iPhone.
The conversations one hears clearly consider Apple’s future to be tied to the sales volume of specific products. More broadly, irrespective of the name, is Apple at 40 still defined as a hardware company? Certainly Wall Street 2 still think so. Computing has grown to encompass most activities we engage in. We used them to make decisions, keep track of things, speed things up and then to communicate and then to entertain.ĭevices, it seems, are what customers mainly use to do, well, everything. We stopped using computers to compute in the 40s. It has already changed its name to exclude the word “Computer” but that has been interpreted as saying that it sells devices (which happen to also be computers.) The word “computer” is already archaic.
Only if including the iPad it was the top computer vendor in 2011 and including iPhone, it was first in 2009.Īfter having a 40 year run and after selling more computers than all American and Japanese computer companies put together, how should we think about the next 40 years?įirst, clearly Apple shifted from being a “computer company”. Looking at only the Mac, Apple’s traditional form factor personal computer, Apple has only returned to the top 5 last year. That does not make it the top seller in a given year. One computer maker (IBM) is older but they only sold PCs for 24 years and what they still sell they don’t sell in high numbers.
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This shipment total is higher than any other computer company in its first 40 years. Actually there are no other PC makers that are 40 years old. In Apple’s first 40 years it shipped 1,591,092,250 computers 1.
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