What Makes Apple So Successful?

Wherever Apple turns these days, it seems to turn into a bonanza. Whether it’s computers, music distribution, music players, telephones, physical retailing, online retailing, etc. What’s their secret?

In an article on BNET.com, Thomas Stewart suggests it is far more than the excellence of the products themselves or the innovations they introduce or even their astute marketing insight.

He suggests that Steve Jobs himself identified Apple’s greatest strength, it’s right to win, as Stewart puts it, as its relentless focus on their customer experience. It filters into everything from the way the products feel and look, to the way they work, the expectations they generate, the level of service you get from their people and the fun they bring to your life.

The article gives a great example about how AT&T’s wireless network was overwhelmed by the higher-than-expected bandwidth demands of Apple’s popular iPhone. Petitioning Apple time and time again to take action to restrict bandwidth demands, Apple refused to compromise the consumer experience.

On a personal level I have repeatedly heard the message of the importance of the Apple experience preached by my college-student daughter who works part-time as a customer chat associate answering questions in the online Apple store. Even in her limited role working for an outsourced service provider, Apple has clearly communicated the level of service they want their customers to receive.

And the bottom line is that this is exactly what a strong brand is all about. It touches everything a company does. It drives product development, sales, service and culture.

It defines who they are and how they operate. It gives them the capacity to win.

Read the full article.

If you want to talk to someone about helping you develop a brand like this, contact us today by e-mail or phone, 903-534-5220.