Why we forgive Apple’s failures
The expectation for brilliance placed upon Apple with each new product release is disproportionate to what the company can deliver. We have known this for quite some time, yet the anticipation surrounding the launch of the iPhone 6 and the coming iWatch is astounding, particularly when we understand that while the technology may be good, it will not be ground breaking.
It seems we hold Apple to higher standards than any other major brand. While scrutiny over Samsung and rival products is high, it is nowhere near the levels afforded to this particular technology giant. Take Forbes’ 2012 article ‘Apple Maps Six Most Epic Fails’ or Business Insider’s ‘10 old Apple products that totally flopped’ for example.
It seems we hold Apple to higher standards than any other major brand. While scrutiny over Samsung and rival products is high, it is nowhere near the levels afforded to this particular technology giant. Take Forbes’ 2012 article ‘Apple Maps Six Most Epic Fails’ or Business Insider’s ‘10 old Apple products that totally flopped’ for example.
This raises an important question for all businesses: if you set such high standards from the moment you create your business, are you destined to fail when expectations outweigh capabilities?
For the less cynical of us, the answer is a resounding ‘no’. You don’t have to be break ground every time you release a new product or service, you just have to maintain your standards while looking at better ways to reward your customers.
Apple does this and therefore there is an upside.
Despite the scrutiny and the relentless finger pointing, media and consumers forgive this tech giant’s failures and inability to live up to expectation.
For Apple users such as myself, there have been frustrations: Apple TV may sometimes cut out, the phone can feel like it’s burning a hole in my thigh, the battery life of the previous model rendered me incapable of making a call by early afternoon – which wasn’t good for business – and I was really looking forward to the much talked about sapphire screen on the iPhone 6. It didn’t eventuate.
But I don’t care. I am Apple integrated. I have the TV, the Air, the MacBook Pro and the Phone and they all work in unison. While some in my family are afraid of the cloud, I embrace it because it is a great way to do business (and I don’t record dirty tapes!).
Apple has made business and social life easier for me and was the first to do so. They remain on brand: simplicity, community, innovation and lifestyle and thus have succeeded spectacularly in spite of their failures.
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comments ( 2 )
thibaut gougeon
01 Nov 2014hey, nice article Jonathan, very relevant!
ReplyWell, I am not a Apple user. It's rare nowadays but still possible!
Indeed, I think if Apple still works it's because among its buyers, most of them are more than simple customers, they are "fans" and whatever happens, they will always love Apple.
Even with the Iphone "BendGate", sales are breaking records! Critics make fans even more attracted to the brand.
If HTC or Nokia had the same problem, sales would have directly collapsed.
Thibaut
Melissa Chan
30 Oct 2014Hello!
ReplyWhile I am a user of Apple products ( I love my iPod Touch), a part of me wants to see them gain some perspective. I've followed Apple from my low teens - I bought a 3rd generation iPod Nano with my first paycheck. But I've been upset recently with them. As much as I am happy that they are thriving now, I hope they would realise that their products are being perceived as a fashion trend rather than a useful, functional product. From what I see, people buy Apple products just for their brand associations ( minimalist, cool, trendy, etc.) when its product quality could stand on its own two feet. Their touch screen is impeccable. Their iTunes program is perfect. I hope that they would promote that instead.
Melissa