Apple’s Magic Is In The Turn, Not The Prestige

Apple is not and will not change things just for the sake of change. And while some may now be clamoring for this change, the paradox is that if Apple did make some big changes, many of the same people would bitch and moan about them. Apple is smart enough to know that in this case, most people don’t really want change, they just think that they do because that’s the easiest way to perceive value: visual newness.

Apple’s focus remains on The Turn, the process by which they make the ordinary extraordinary. But even with a masterful Prestige, it’s hard to convey that commitment. That is, until you walk into an Apple Store and pick up the product.

Fascinating stuff from TechCrunch. Thanks to Paul.

Comments

[Jason Muhammad]

Not having Profiles is stupid.

[Bob Deskin]

Apple refines. They obviously liked the iPhone 4 design and simply tweaked it. And it certainly looks like the consumer likes it. Just like all those other Apple duds.

But look at the fuss everyone's making over the lightning connector. Apple changed something, very arguably for the better, and everyone fusses about it. Funny that no one fussed about the device size meaning that we need new cases. Apple didn't change the connector to make money, they changed it because they needed the space and the old connector was old technology.