I’m sure at some point we get tired of using and hearing Apple as an example in our Marketing courses; but hey, that means they must be doing something right. Or if we’re hearing about it in terms of labor practices, then they must being doing something terribly wrong. Either way, we talk about Apple for a reason – it’s relevant. It might be cliché, but Apple was the first thing that came to mind when I read Schwartz’s third opportunity cost strategy, “Don’t be tempted by ‘new and improved.’” I always like to refer back to what I concluded in my first blog post – I am the ultimate maximizer. In all honesty, none of these strategies look at all appealing knowing that I am a maximizer, borderline perfectionist. I’d rather not stick to what I always buy out of fear that there could be something better out there. How can I have “the best” if I don’t have what is “new and improved?” And I can’t help but “ scratch” that non-existent “itch” because I wouldn’t want to miss out on a better product, offer, or opportunity. Finally, it would be near impossible for me to practice the last strategy because it just wouldn’t be in my maximizing nature not to worry about all of the potential missed opportunities as mentioned before. However, avoiding the temptation of new and improved would be the most practical strategy for me, especially when talking about Apple products.
It’s hard to keep up with the constant innovation of Apple technology because everyone knows that your brand new iPhone, iPod, or iPad will be outdated by the newest model coming out in a few months. I received my first iPhone as a high school graduation gift in May. As excited as I was about my new 3G iPhone, I should have known that the 3GS would be coming out in June; so on the 29th day of my 30-day return/exchange window, I exchanged my 3G for the coveted 3GS. I may have gotten lucky that time but I now avoid the temptation of constantly updating my gadgets. Not only is it impractical economically, but most would also agree that it’s just not necessary. Now that I have an iPhone4 and as much as I wish it was equipped with the new Siri feature, the 4S really isn’t all that different and the same could be said for most Apple products. I have also implemented this strategy in that I have avoided the iPad craze altogether. Though tablets are seen as what is “new and improved,” my iPhone has the same capabilities except on a smaller screen.
It’s hard to keep up with the constant innovation of Apple technology because everyone knows that your brand new iPhone, iPod, or iPad will be outdated by the newest model coming out in a few months. I received my first iPhone as a high school graduation gift in May. As excited as I was about my new 3G iPhone, I should have known that the 3GS would be coming out in June; so on the 29th day of my 30-day return/exchange window, I exchanged my 3G for the coveted 3GS. I may have gotten lucky that time but I now avoid the temptation of constantly updating my gadgets. Not only is it impractical economically, but most would also agree that it’s just not necessary. Now that I have an iPhone4 and as much as I wish it was equipped with the new Siri feature, the 4S really isn’t all that different and the same could be said for most Apple products. I have also implemented this strategy in that I have avoided the iPad craze altogether. Though tablets are seen as what is “new and improved,” my iPhone has the same capabilities except on a smaller screen.
Marketing plays a huge role in making people feel like they do need the latest models of whatever is the latest gadget. In a way I feel like Apple’s innovation goes hand in hand with their marketing in that because they make new models so frequently, your ‘what you thought was new’ iPhone/Pod/Pad is now inferior and outdated when in fact it is only missing a few new features. Constant innovation is how brands like Apple create needs that don’t necessarily exist. Though I may not have fallen for it this time, there are plenty of other Apple fanatics willing to stand in line for countless hours, giving them their incomparable success and cult-like following.
RSS Feed