Brand Obsession: Apple

For anyone that knows me, they know that I am a serious Apple junkie. I own about every major Apple product that is produced. Some say that Apple lovers form a cult (just like some misinformed people call being an Aggie the same as being brainwashed by a cult-- but I digress). I say that Apple is more efficient, innovative, simple, and sexy than Microsoft. Yes, Apple is sexy. It's hot. It's the company every is talking about, because you either love it or you hate it, and you can't wait to tell others which camp you reside in.

Recently as a part of my Marketing Strategy class, I had to look strategically at Apple, Inc; the entire corporation from smartphones to music to applications to computers. With the passing of Steve Jobs, the genius who made Apple into the mecca it is today, a new CEO takes over brining new opinions, new styles of management, and new ideas on how best to move forward as a company. A lot has been made of Tim Cook, especially in comparison to Steve Jobs (which personally, I don't think is anywhere near being fair, but its a natural tendency). But what about just as Tim Cook, CEO of Apple, Inc? No before or after, just the present. What can he do to continue Apple's rapid growth?

Several ideas were presented in our class discussion of things that Tim Cook should focus on in his tenure at the top of Apple. IP protection, market share, technology advancements, and international marketing were all topics brought forward as potential areas in need of improvement by Mr. Cook. I will go into the two that I agree with the strongest.

Focus #1: IP Protection

In the HBR article that our class read for this discussion, it mentioned that Tim Cook has stated that he won't be as aggressive as Jobs was in pursuing IP infringements. In my opinion, that is a huge mistake. Now, I understand that Jobs was actually criticized for how obsessed he was with suing people for every last dollar they were worth if they messed with Apple IP. I'm not saying I completely condone that approach either. What I will say is that what Jobs did in protecting Apple's creative concepts and ideas obviously worked and garnered the company a huge amount of competitive advantage in several different areas of the technology market. Technological advantage over its competitors is one of Apple's main lifebloods of its organization. Without strong IP protection, Apple's high price point can easily be undercut by competing manufacturers willing to sell for a lower cost and take a lower profit margin.

I suppose I'm more concerned regarding his comments on IP simply because of the fear of the unknown. I suppose this particular focus is just a more "wait and see"just how laisse-faire Cook actually plans on being regarding IP protection. I'll be very interested to see the developments in the next few years and how things change (or don't change).

Focus #2: Technology Advancements

One thing that does worry me a bit as a loyal consumer of Apple products is how many Windows based Android devices are coming out with features that are cooler and more innovative than Apple offers. One of the main successes of Apple has been its flawless iOS system for all of its mobile devices. The iOS is tightly controlled by Apple and offers little room for personalization when compared to a Windows or Android device (unless of course, you were to jailbreak your Apple product).

For a long while, Apple was on top of the heap when it came to cutting-edge technology, but with the recent surge of the Anrdroid platform, Apple no longer can simply rest on their laurels sitting comfortably ahead of the pack in the smartphone/tablet marketplace. With Steve Jobs, you always felt there was a constant presence of innovation at the company and that the next big thing was right around the corner. With Tim Cook in charge, I don't really know what to think yet. Is he capable of creating the level of innovation that Apple has become known for? Is his team of designers up the challenge to take over the bulk of the design role, a role that up until the day of his passing was heavily influenced by Jobs?

One thing is for sure, Apple must find a way to bring their technology back onto par with Windows and the Android OS or else they will lose share in the only product segment within the company in which they still have a distinct and hearty advantage.

Junkie Status

Finally, just as an aside I thought I would prove just how much of an Apple junkie I actually am. I've listed out all the Apple products I own. I am married to iOS and will never be seen buying an android product (mainly because hello, I need my color-coordinated iCal synched wirelessly across all my devices or else I am a lost soul with a schedule).--

• Black MacBook (2006 model) -- planning on selling it... and taking offers ;)
• MacBook Pro (2012 model) 
• iMac 21.5" (2011 model)
• Apple TV (3rd generation)
• iPad 1 32GB ---sold it.
• iPad Retina 32GB white
• iPhone 3GS 16GB white
• iPhone 4S 16GB black