Recently I have been browsing the web and I came across this really interesting blog written by Axel Schultze. He describes in his blog :
http://www.customerthink.com/blog/is_apple_unstoppable_my_recent_customer_experience_story
how Apple is using a “waiting-list marketing campaign” to attract more customers, but the long wait list has nothing to do with the availability of the product. The authour also relates our time to the “Russian economy where people stood in line to buy something and needed to be thankful to be in the “elected circle” to even get a product.”
Even though I am disgusted at how so many people have turned into so called “Apple maniacs”, but ironically I am using my brand-new Macbook Pro as I am typing this marketing blog. So this got me thinking, why is Apple so successful?
Lets look at the Diffusion of Innovative Theory: If a product is diffused at a faster rate through the diffusion curve, then the product will gain higher acceptance amongst the consumers. First of all, Apple has a clear relative advantage compared to its competitors, which means Apple is perceived better than substitutes. Since many people already own one or more of Apple’s products, the similar structure a newly launched Apple product has a high compatibility. Apple products that are used as demos in all the Apple stores are available as trials, therefore Apple products have high trialability. Finally, with many Apple products already around us, there is no doubt Apple products have observability.
The question is: How far can they take it? Since there are many rumours that the symbol of Apple Steve Jobs is suffering from cancer and may not live for another 3 months, it will be interesting to see how Apple will manipulate their current strategy as the Apple giant falls.