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The Apple brand is all about simplicity, driven by Steve Jobs’s vision.1
The Apple brand is all about simplicity, driven by Steve Jobs’s vision.1
The Apple brand is all about simplicity – a limited model range, innovative interface, modernist industrial design and reliable connectivity. A key reason for Apple’s success was that Steve Jobs had a vision and personally developed and controlled its delivery.
Apple’s products have a distinct personality that customers can relate to. They famously personified their brand in the ‘I’m a Mac, and I’m a PC’ advertising campaign of 2006.
When we deal with any product or system, our instinct is to see it as a single personality. So we expect it to be consistent. We expect an organisation to have a memory of its promises and of the history of our dealings with it.
And we expect it to have integrity and politeness – to be truthful, and to want the interaction to succeed.
The easiest way to achieve this is to actually have a single personality designing the system and creating the communications. This isn’t realistic, but it really helps to find a senior champion who prioritises the customer.
In Apple under Jobs, everyone knew there’d be trouble if the simple, coherent customer experience were threatened.
Ken Segall (2012) Insanely Simple: The obsession that drives Apple’s success. Penguin