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There are few people, in business or otherwise, who can attract an audience like Steve Jobs, the co-founder of Apple.
One reason is that he knows his audience and can speak to them in a way that few people will understand with the same level of fluency.
Jobs was odd in his ability to grab the attention of a room full of people and present exactly what they couldn’t live without, even if they had no idea what was missing in their lives.
As he did, he used three words that really defined Apple’s approach to product introduction, and it’s still – to this day – one of Steve Jobs’ most important contributions. to the culture of the company he co-founded.
something else
There is a long history of products introduced by Apple after the event, it would appear that Jobs finished his remarks before casually declaring that “there is one more thing” or “one more thing”.
Featured with Apple Cinema Display, the iMac G4 which is widely regarded as the best desktop design ever, and the PowerBook G4.
It’s also how Apple brought us the MacBook Pro and the second-generation MacBook Air, the laptop that defined the superlative category of the book for nearly a decade.
It’s no exaggeration to say that “something else” is the most effective three-word product marketing phrase since “do it”, perhaps more than that, Apple hosted a full-fledged event on Tuesday titled ” Something Else ”, which seems appropriate given that the third product has arrived. This fall, the previous events of September and October saw the introduction of the latest iPad Air, Apple Watch Series 6, HomePod Mini, and iPhone 12.
Every time Jobs used “something else”
This is always what interested the public the most, or the one they would like the most. The company has used the phrase sparingly ever since, with Tim Cook only using it to precede the introduction to Apple Watch, Apple Music, and iPhone X.
However, in each case the sentence got to the point where it was reasonable to believe that Apple had indeed done everything you expected. This is Jobs’ most lasting legacy at Apple, here’s why:
One of the main reasons “Something Else” is so effective is that it plays on two of its strongest emotions: surprise and pleasure. Many of the “Something Else” commercials were brand new products that came – to some extent at least – as a surprise.
On the flip side, they also achieved something that people were hoping for – like the 12-inch PowerBook G4, it’s like waking up on Christmas morning hoping to get an Xbox, unlock everything, and not. not find it, only for daddy to pull out another box with the best gift – The other thing you’ve been waiting for. “
Either way, the wait and the reward are a powerful combination, a combination that Jobs and Apple have used very effectively.
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