I recently heard an amazing story about how an Apple shop dumped Apple for Dell. In the last two decades, when I made some changes in IT, something similar happened. The move was largely user-driven.
Then, last week, the WSJ came out and actually banned an Apple product, effectively calling it beautiful but stupid (historically the WSJ has been one of Apple’s biggest fans).
Finally, reviews on the new Apple Watch prior to its release were certainly mixed, even though the product was wrapped up with one of the better marketing campaigns I’ve seen of late.
Apple’s margins are held by the notion that its products are worth the extra money, but it may shift due to the perception that Apple is taking advantage of users.
I’ll be digging closer this week and with my week’s product: the best damned security camera I’ve found so far for the home, the Flier FX.
Apple’s Consumer Perceptions
WSJ just put a halt to the new Apple MacBook – originally concluding that it was a beautiful, but very expensive, netbook.
Much of Apple’s reviews at the WSJ were reviewed when Walt Mossberg worked there and Walt left the paper around the time, which Steve Jobs had passed. One of the ways Apple employs jobs, is to ensure positive initial responses by providing high-profile reviewers with advance access to the hardware.
Those early hand reviews were popular and were removed from publication sales, so going negative was a disinfectant and could possibly be cut out of the loop next time.
If that were to happen, the contestants would get the scoops – and the readers who went with them. Well Mossberg has departed from the WSJ, and suddenly it is panning Apple products. Apple takes huge margins, and there is always a chance that buyers can be confident that Apple was taking advantage of them.
Apple Watch reviews show how badly this structure has been damaged. Instead of early reviewers, with almost all being positively positive, the review has certainly been mixed, with an impressive number of reviewers concluding that they cannot afford to pay for most watches.
If Apple can no longer control the initial perception of its products, it goes down to where almost all other companies live – in a mass of mixed reviews often focused more on product problems than on their abstract magic is. This is the intangible magic that people get to pay Apple’s huge profit.
Dell / Apple and Business Perceptions
There is a story involving Dale that got me thinking about this. At its heart was an Apple store, Sparksite, which makes short films. It became a loyal Apple shop years ago. Dell was so proud of its new workspaces that it (foolishly, I might argue, because there is a possibility that it might publicly backfire) to provide one of its workspaces to Apple Mac Pros Sparksight Was tested against.
Typically, sparkite produces a film during the week and then delivers it over the weekend, as the rendering is above eight hours. Sometimes failing over the weekend, some poor have to come in over the weekend and start the process over again. Sparsite recently moved to Final Cut Pro, as version 10 shifted more towards a consumer offering and was no longer competitive. So it went back to Adobe.
Well Dell received a dangerous phone shortly after the trial ended and was told that its new work center was rubbish, as it crashed within minutes.
The Dell people were embarrassed and sent support people to find out why, and they found out that the work center had not crashed at all. This was completed in a small part of the time when Apple products were needed. It was so fast, it was really incredible.
Sparksite is now in the process of becoming a Dell shop (a video of Sparklight featuring a video of Dell praising him).
The thing to overcome is that the company was so sure that Apple had better take someone from outside to prove that the case was not clear – although the evidence was clear. Such is the power of perception, but Dell is now using it as a lever to show other accounts of Apple that their Apple workstations are crap – and that being blind to reality is hurting their bottom line. is.
Sparksite himself puts it best: “The processing power you get per dollar with Dell is double that of a Mac. For some people, their heart may be with a Mac, but we need to run our business with our heads Will. Budget for more hardware, it’ll be Dell. ”
Apple gained a big advantage in the workstation market. Unlike other hardware manufacturers, it did not previously have to certify its products by software vendors.