The Cult Of Apple
Unable to compete on either price or selection, Apple has comfortably settled in on being number two, but that doesn't negate their being number one in the hearts and minds of those in the know. Whether they admit it or not Apple promotes and encourages a cult-like devotion to their products.
The irony here is that members of the cult of the Mac are those folks one would assume are less likely to belong to a cult, except possibly for the cult of the idea or the ideal. As a report on a recent study from Internet Metrics has indicated that the study shows that,
"Despite holding a grip on only 8.2 percent of the online population in the U.S., Macintosh users reign supreme... Mac ...
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or postgraduate degree, compared to 54.2 percent of the overall online populace." (Singer 2002).
Apple should have packed it in ten years ago when they lost the war for computer dominance to Big Blue and Microsoft. At that time, they held a ten- percent market share, and all the forecasts by analysts were doom and gloom. Now they hold a five percent share and they are doing better than ever. This is in no small part due to a devoted customer base who are joined in a community that is opposed to world dominance by the Microsoft-based PC
The Apple world is tidy, clean, and simple. It emphasizes four things, individuality, power ease, and community. It's gone from the incandescent colors of two years ago, when lower-priced IMACS and IBOOKS dominated its pages two years with ibooks back to whites, deep sea blues, and soft grays. It portrays the soft aesthetic of a futuristic world in harmony while maintaining what could be called a neoclassical look. Their style of type, ...
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to Einstein. These free thinkers predated the computer age, but it leaves one feeling that if they were alive, they would not succumb to Gates' world dominance and buy a PC. Apples new "Switch" campaign is targeted at those smart PC customers who like Yo-Yo Ma are smart enough to give up their PC's and become member of the initiated.
Power
Power is a word that appears over and over in Mac ads and on their pages. Thanks to the PowerPC, their cross platform machine, the words been part of the Max lexicon for several years. They originally did the PC one better by producing not just an apple product but a PowerPC.
In their famous TV add of a few years back, power is what they ...
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"The Cult Of Apple." Essayworld.com. October 1, 2015. Accessed November 22, 2024. http://www.essayworld.com/essays/The-Cult-Of-Apple/105029.
"The Cult Of Apple." Essayworld.com. October 1, 2015. Accessed November 22, 2024. http://www.essayworld.com/essays/The-Cult-Of-Apple/105029.
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