Secrets Of Apple'S Success (2)

3. Refuse to be complicated.

"Rejection" may be Jobs's primary role in the Apple Corp.

"He's a filter," Apple Computer Engineer Herzfeld said.

Every day, designers will show Jobs the idea of adding new features to new products and existing products, and his answers are almost always rejected.

"I'm proud of the products we didn't do, just as I did for those of us.

The reason for Jobs's rejection is not only the constant dislike for complex design, but also the cost consideration and the expectation effect.

For some complicated designs, we can not lower the cost, reduce the characteristics of some products, and create a kind of expectation.

"Deliberately ignoring a product that people want to possess will inspire people's desire for it."

Reid, a former engineer of Apple Corp, said, "when you add this function to the new version, users will be happy if they get what they want."

4, serving customers

No matter how good your product is, it always goes wrong.

In recent years, in the field of notebook and mobile phone, Apple's competitors mostly adopt strategies to avoid customers rather than serve customers.

They shut down their own customer service departments and outsource it to a telephone service center made up of low paid employees.

They even ask customers to search for answers to common questions on their own.

Twenty years ago, when Apple Corp was formulating its retail strategy, it defined an overriding priority: creating a retail store that would completely associate customers with the computer industry.

They are committed to creating a friendly atmosphere similar to the Four Seasons Hotels lobby in the store.

GeniusBar is the representative.

The staff in GeniusBar will diagnose every Apple Corp product for you, no matter where you bought it.

Unless the warranty period is passed, the company does not charge any fees for the above services.

Why is Apple Corp so generous? Del, who worked in Genius Bar, said, "sometimes customers come in to seek help, but when they leave, they buy new products."

5, ignore opinions.

Jobs always quotes Henry Ford's famous quotes on various occasions: "if I ask customers what they need, they always say" a faster horse! "

In this sentence, Jobs explains the philosophy that Apple Corp believes is that people do not anticipate what they really need.

Customers will tell you a lot of things they need, but when you create them according to their intentions, this is not what they want.

It is not easy to visualize things that are not yet there.

But Jobs did not regard customer feedback as nothing.

He saw it as an inspiration rather than a direction; it was a way, not a result.

So apple can always launch new products that can meet customer needs and exceed customers' imagination.

6, everywhere

Just as G enius Bar has proved to be a genius creation, today's global Apple slogan "think differently" has also been proved to be empty talk, because Apple fans are really different in their way of thinking.

Fans' loyalty to apple is comparable to Christian loyalty to Jesus.

Apple's brand is so powerful and attractive that Apple has become a religion for some people.

Apple Corp has developed a series of subtle ways to cultivate fans' religious fanaticism towards Apple brand.

Including the mystery of rendering products.

And the most important way is to enhance the symbolic meaning of Apple products. The most effective marketing strategy is rooted in the product itself.

Apple Corp uses a combination of elements such as color, voice and shape to build a clear brand image.

Apple uses these strategies to make its brand image deeply rooted in people's hearts.

This is especially evident when Apple releases new products.

Through a series of unified and coordinated steps, apple mobilized the appetite of the public and attracted more attention.

When the public's attention is highly concentrated, Apple will announce its ready information or new products at the right time.

All this is centered around marketing.