Comparing Apple to Apple
There is a picture of me, circa Christmas 1985, opening my very first Macintosh computer. I owned one of the first Macbooks when I went to college. It weighed as much as a bowling ball, so I didn't exactly carry it to class.
We now have an Air at home, multiple iPods and one iPhone (so far... I'm still holding out hope for a Verizon iPhone before I switch, although it seems I'll be waiting a bit longer for that). My three-year-old has more apps on my iPod than I do - and she knows how to use them.
I say all of this for one reason: Apple has been a part of my technology life since I was in middle school.
So I found it interesting that Steve Jobs no longer considers Apple a technology company. Read this excerpt from the Financial Times:
"We're a mobile company. That's what we do," he said.
In our work, Capstrat is often engaged to develop positioning for companies and organizations. It's more than a mission, vision or tagline - it's how our clients define who they're for, what they're about and what sets them apart.
When I got that first Macintosh in 1985, Apple's position was to build a good looking, easy-to-use computer. It had a built-in floppy drive, a keyboard, mouse and printer. It looked a lot different than the big desktops at my parents' office, that's for sure.
What Apple has done well over the years (with some exceptions) is adapt that position. But perhaps more importantly, they aren't afraid to tell people that they're changing.
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