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Let's get right to the point – I thought yesterday's Apple event was a monumental success. Certainly, some details, such as pricing and availability, have been clarified, but why would it prevent Apple from organizing an event to announce these extremely important new initiatives? Why let terrible reporters continue to spit when Apple can take control of the narration?
And now, what are we talking about after the event, how bad are Apple's original series and how bad is Goldman Sachs? Or are we talking about this incredible new Apple credit card, with zero fees and a cool interface, an easy way to subscribe and consume some of the best magazines while supporting quality journalism, and the fact that we will finally get a great interface to enjoy the TV and movies that will free us from our cable provider?
Apple did what the company had to do and it was a resounding success. At an event gathering celebrities at the Steve Jobs Theater, we once again found that unlike almost every other company, Apple possessed this unique ability to understand market trends and eventually create these transformative ships and tights that connect consumers. For example, what other company is doing these incredible tasks?
People deliberately forget or simply do not notice how incredible it is for a company of this size to almost always be related to consumer trends and opinions. You do not feel that Apple is this big monolithic monster that we do not trust and that has only the interest of the company. This is the case, of course, but it turns out that Apple's entire existence over the course of its history has been more aligned with the interest of people and their relationship with Apple. And that has not changed. In fact, it has never been so strong.
Your time is precious. Your experience with devices and services should be simple and enjoyable. Your relationship is important Your information is your information. Your privacy is paramount. What other society in the world is operating this way, by accident or by design, other than Apple? It certainly seems odd that perhaps the biggest company in the world is the one that is suspicious of you, but that's the reality right now.
Apple TV + is not only the beginning of a long-term video effort, it's a real hole in the film and television industry that should continue to erode the film industry, as well as the connection and affinity consumers with the Apple brand. Do not underestimate the price that people are willing to pay for a better experience.
Have you ever bought an iTunes movie for $ 19.99 just because it was not available for rent for a week or two and you want to watch it now? How many times have you watched this movie, which you now own, after viewing it for the first time? Do you have something to do? Do you stay up all night long to regret paying $ 15 more?
People want to feel like they are spending their money. Conservation and scarcity help fuel that, and the man, Apple on fire.
The conversations I've had with people familiar with Apple's strategy have always drawn attention to the importance of Apple for various industries. Really. Whether it's television, movies, or music, I realize that Apple feels very much obliged to respect and invest in these industries and creators, because what's good for creators is good for Apple. That's why Apple is the only company not fighting a 44% increase in copyrights for songwriters.
This is one of the reasons why Tim Cook tweets whenever a tragedy occurs. Apple has this incredibly big business voice that can be used for good. Real good. And sometimes, it seems like the biggest company in the world is more focused on consumers and creators than some of our own governments. To really help make the world better. To leave the world a better place. Why did we stop giving the benefit of the doubt to Apple when all the company has done is to invest to make things better? We will have an iPhone so recyclable at some point that Apple will no longer need to look for new materials. Just recycle the old ones.
What? Who else does that?
For some reason, some people think that Apple is a lucky pony who has been lucky every 3-4 years in the last 25 years. These ponies are now thoroughbreds and are about to win the Kentucky Derby.
Let's face it: why would most consumers in Apple's ecosystem continue to choose to pay their cable TV provider for channels they do not need and watch? I sincerely believe that Apple has really "finally cracked" television with the new Apple TV Channels feature and a wired structure for a TV subscription service.
The frictionless ecosystem of Apple is also worth a lot. Consuming the existing content you love plus the compelling original Apple content, on all your devices – TV, iPhone, iPad and Mac – in a centralized location, is something no other service can match for the moment. Do not expect this to change soon. I always use a TiVo because I hate the DVR of my cable company, and there is actually a physical fan in the TiVo in my room that I can hear through the console casing. It drives me crazy. But because the user experience is slightly better, it makes me a little happier. I really feel that this anecdote summarizes very precisely yesterday's event.
There is so much noise and distraction around us that we attach great importance to the a good boy. Something that makes things easier, more enjoyable. That's the whole business strategy of Apple, and it has not changed at all, simply because the company has moved more towards subscription models.
Apple does not need to kill Netflix. Apple does not need to crush J.P. Morgan. Apple does not need to kill the Xbox, but it will probably depend on the level of execution of the company.
Image source: Apple
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