Apple are a company that have quite clearly become the model by which every other tech company working in any of the same fields likely measures itself against. They’re unabashed about charging for quality, they’re extremely innovative and they take little if any interest in anyone else’s trends because they’re too busy setting their own and smiling while they do it. They’re now, apparently, a more globally recognised brand than Coca-Cola, and it’s not hard to see why this could be the case, at least within some demographics.
But what keeps them at the top? What’s their X-Factor? If I had to put my finger on it, it’s probably the fact that they clearly have zero interest in any company’s innovations, bar the ones that seem to be pulling ahead of their own. In a world of screens that were, on average, 4.7”, Apple have maintained their stance on a smaller screen that offered higher resolution, and they still sell.
There’s also the sheer degree of accessibility they’ve maintained since the start. A two-year-old could operate an iPad, and even a cat’s paw is an adequate means of interfacing with their touchscreen devices. They’re always working on concepts like finger gestures, or new features like the changes found in iOS 7. There’s never a boring time to be an Apple customer, and I think that’s a good thing.
That’s not to say their competitors aren’t doing the same – they are, but the reality is that Apple have a huge hold on the tech market because they’ve been the Approachable, Simple Tech Company for years, and their iconic designs have turned technology into fashion. Ever since the colourful iMacs appeared, Apple products have been sleek, interesting to look at and fun to use. Nowadays, you can lob “business-like” in there, too, given the amount of Macbooks I see in the office.
Their customer service has also been an obvious boost to their reputation. Walk in, point out a problem with the device and you’re given personal service on sorting it out. They genuinely are very generous in the way they fix and replace things, and their in-store experiences couldn’t be much easier. I bought a replacement power cable for a Macbook Pro recently, and was wondering around to ask someone about whether or not it was the right one – the person I asked had an iDevice that turned out to be a mobile checkout point. I got an email receipt. It was a very different experience, let me tell you.
Apple will always have its detractors, but the amount of people who have Apple tech somewhere in their home is pretty amazing in 2013. I bought a Macbook Pro in mid-2010 and it’s been my go-to writing machine ever since, as I’m yet to find keyboards that top Apple’s when it comes to speed and comfort for someone who writes at a fair pace. I’m always interested in what they’re working on, and it’ll be interesting to see how they progress as phones become so sophisticated that even the most basic iPhone would blow the mind of my childhood self.