Apple News, Analysis and Podcasts

Does anyone question Steve Jobs' extreme pursuit of perfection? The new glass, unveiled today at Apple's 5th Avenue store in Manhattan, only serves to underscore how different Apple approaches, well, everything. But it also delivers a subtle message to their competition: Don't think for a moment you can fake being us, because you can't. 

The old glass architecture was built from smaller, if not "typical" sections of rectangular glass, held together with joists that delivered an open but somewhat noisy look. The design could be cleaner with better engineering technique, and the results of what it could be is now reality, and it's remarkable. But beautiful glass entrance is one thing, the competition is another.

And while I milled over the ramifications of such detail to architecture, I couldn't help but think what Apple's competition must be pondering. Since Steve Jobs death, there has been an undercurrent flowing through their communication: Dear Competitors; You can't be us, you can't even fake being us, so don't even try.

From Steve Jobs culture of secrecy, to a products unveiling, or how it reaches a customer at the retail level, and the experience of opening and using an Apple product, there are no competitors that come close to delivering these experiences like Apple.

A company that closes their retail stores to hold a memorial service for their CEO? Really? Can anyone imagine Sears, Macy's or Target doing such a thing? Do the employees even know who their CEO and leadership team is comprised of – or care?
How demoralizing a time it must be for the competition to catch a brief glimpe behind Apple's curtain and see their true desire for perfection in every aspect of their business. The glass is amazing, but it's only amazing because Apple truly cares about everything they do.

0 Comments

Leave your reply