Good words on Apple strategy: define customer experiences as the king, holistic rather than tech specs
Every mass market phone maker wants 99 percent consumer appeal. The only company I’m aware of that’s building phones for the “one percent” is Vertu and they’re a joke. The question is how? How do you appeal to the sweet spot of the market where most of the money is and most of the people are? Almost every other company than Apple is doing this the same way the computer industry always has: tech specs. Speeds and feeds, gigahertz, megapixels, megabits-per-second. This is why so many people attribute Apple’s success to “marketing” as an explanation of how their products can lead in sales but not in specs.
But they misunderstand what good marketing really is. Here’s how Apple does marketing in a nutshell: Make a great product, then let people know about it. That’s it. Neither aspect of that is easy, but the important thing is it has to happen in that order. It all starts with a great product.
And a great product is defined by the experience of actually using it (including buying it and setting it up) — not by its individual components’ technical specifications.