“When it was released in 1984, the tagline for Macintosh was, ‘The computer for the rest of us,'” Michael Gartenberg writes for Macworld.com. “With fairly limited (but unique) capabilities and a relatively high price, it wasn’t quite clear who ‘the rest of us’ really were.”
MacDailyNews Take: People who were, and are, capable of recognizing and appreciating quality and who can also calculate total cost of ownership. People who don’t like to waste their most precious commodity: Time. “The rest of us” doesn’t have to mean “mass audience.”
Gartenberg continues, “Eventually, Macintosh became a counter-culture all of its own within the digital world. User groups offered places to learn and exchange information in a world dominated by the IBM PC, and Macworld Expo became the global gathering points for the faithful who felt Macintosh was more than a PC and Apple not just another company… The problem for Apple was that playing to the hard-core user base wasn’t really working for them. For one, there just weren’t that many hard-core users out there. What was worse, many hard-core users loved their machines so much, they replaced them at a much lower rate. That’s a nice demonstration of loyalty, but it doesn’t do much for the bottom line.”
“As the iPod crossed from Mac accessory to a mainstream device that could be used by Windows users as well, Apple began to shift its focus to the larger market,” Gartenberg writes. “Switching to the Mac didn’t mean ‘thinking different’ anymore—but it did mean one could get an arguably better computing experience.”
Gartenberg writes, “Likewise, when the iPhone was introduced, Apple took the device beyond the traditional market for smartphones (namely business users and enthusiasts) directly to the mass market. It worked. For the mainstream user buying Apple meant buying a quality product, not buying into a cult or becoming an Apple fanatic… In the end, that original tagline became a reality. Apple products truly are for ‘the rest of us,’ and will continue to be so as long as Apple continues to deliver and raise the industry bar.”
Full article here.