When is the last time you watched a Keynote by GE CEO announcing a new dishwasher? The point is that they are pretending like its some sort of revolutionary new product instead of a run-of-the-mill minor cosmetic upgrade
Apple though has enough customers that they can separate and target segments individually.
I realised a few years ago that I'd stopped watching the Apple keynotes or checking their website.
Back when Jobs did them I watched all Apple keynotes but at some point I just stopped. I think this is because the keynotes are refocused on segments that respond to them best.
I still buy Apple products but sporadically. I'm not going to rush out for the latest iphone. I treat iPhones like dishwashers and only only replace them when they break.
However, there are people that will respond to fashion and that's who the keynote marketing is for.
Apple is big enough to treat each segment differently. Hence no pictures of middle aged, white blokes on the website, even though we're a sizeable part of the population in my country. We don't just respond to that type of marketing so it's safe to ignore us. I'll just read 3d party reviews when my phone finally needs replacing.
If there was a fashion market for dishwashers you probably would see the CEO of GE announcing their new products.
It's the most successful durable product line in history in terms of revenue and units sold. It sells far more than dishwashers. The tech also tends to be a lot more of an upgrade than a dishwasher gets.
Apple though has enough customers that they can separate and target segments individually.
I realised a few years ago that I'd stopped watching the Apple keynotes or checking their website.
Back when Jobs did them I watched all Apple keynotes but at some point I just stopped. I think this is because the keynotes are refocused on segments that respond to them best.
I still buy Apple products but sporadically. I'm not going to rush out for the latest iphone. I treat iPhones like dishwashers and only only replace them when they break.
However, there are people that will respond to fashion and that's who the keynote marketing is for.
Apple is big enough to treat each segment differently. Hence no pictures of middle aged, white blokes on the website, even though we're a sizeable part of the population in my country. We don't just respond to that type of marketing so it's safe to ignore us. I'll just read 3d party reviews when my phone finally needs replacing.
If there was a fashion market for dishwashers you probably would see the CEO of GE announcing their new products.