The Musings Of An Opinionated Sod [Help Me Grow!]

Details Details Details …

I know lots of people are questioning Apple’s innovation … but apart from the fact the rumour is they’re going to be launching all manner of exciting new things – from Apple glasses to Apple cars – the reality is many organisations evolve into something different over time.

Part of this could be because of technology.

Part of this could be because of a new interest.

Part of this could be because they’ve just lost their hunger.

But whether it’s brands like SONY going from innovation to perfection or Queen going from rock stars to entertainers, evolution doesn’t necessarily have to mean a bad thing.

I say this because we recently bought a new Apple desktop.

Please note I said BOUGHT … no freebies here. [Damnit]

Anyway, when it came we were struck by a couple of things.

First of all, the packaging was even more beautiful.

Let’s be honest, in terms of iPhone etc, while nice … their packaging has become far more simplistic, but for the desktop, it was a celebration of cardboard engineering.

Everything was beautiful and precise … you felt the effort and time that went into it, ensuring from the moment you opened the box, you felt you were getting something truly special.

A celebration of purchase, so to speak.

The second moment was the cables.

Jill wanted a yellow desktop and while everything was as simple and elegant as ever, the cable just captured the classic Steve Jobs ‘paint behind the fence‘ philosophy.

Look at it …

Having a yellow outer makes sense, but the fact they made sure that extended to the inside of the cable is something that just smacks of attention to detail.

No one will see it once it has been plugged in.

It probably wouldn’t even be noticed if they hadn’t done it.

But by making the effort, it not only stood out … they reminded us that what we have just bought isn’t simply a computer, it’s something that has been crafted by people who care about what they do.

It helps justifies the cost.

It reassures the quality.

It defines the brand and brushes aside the competition.

For all the modern approaches of marketing spouted left, right and centre … it’s amazing how simple things done extraordinarily well supersede all the approaches, techniques and buzzwords.

And while this is all possible because the company behind it is united by an idea, an identity and a set of values that defines who they are in definitive terms, anyone who says the little things don’t matter doesn’t know what the fuck they’re talking about.

19 Comments so far
Leave a comment

with a fawning load of treacle shit like that, you expect me to believe you paid full price for that piece of miami glitz? twat.

Comment by andy@cynic

I did. I’m still in shock too.

Comment by Rob

have you ever fucking paid for anything?

Comment by andy@cynic

its nice to see apple being apple again. though jobs would fucking hate the colours theyre pumping out.

Comment by andy@cynic

Yep. It was a treat to open the box and reveal the computer. As for the colours, I’m not sure he would. Remember all the ‘flavours’ that were part of the iMac relaunch?

Comment by Rob

Not that Apple ever walked away from the ceremony of purchase (to quote your phrase, Rob) but it is good to see them leaning right back in to it.

Comment by Bazza


Comment by andy@cynic

They could have made the keyboard yellow.

Comment by John

It is. Just not all gold … which is good because it would go from a computer of style and design to the sort of thing you’d expect a Premiership footballer designed. Ha.

Comment by Rob

Didn’t he get $500 headphones from them as a present last year? There’s no way he paid full price for this. Sorry Rob.

Comment by DH

Guilty as charged. Hahaha.

Comment by Rob

Whoever did that doesn’t know what they have let themselves in for.

Comment by Bazza

says the fucker who indulged campbell more than a fucking rodeo drive mom.

Comment by andy@cynic

That looks stunning.
Is this the first time you’ve been stylish Rob?

Comment by DH

It’s Jill’s and was Jill’s choice.
So no. I’m still the horror show I’ve always been.

Comment by Rob

Excellent choice Jill.

Comment by Bazza


Comment by Billy Whizz

“think different”

Comment by Joff Rae

Attention to detail creates a better return than attention to profit.
Excellent post and an excellent choice by Jill.

Comment by Lee Hill

Leave a Reply