Steve Jobs has resigned as CEO of Apple. My friend sent me a very excited SMS while I was on the bus home and my initial comment was “yeah so what, he has done that before” but apparently this time it is serious. The speculated reason is that his cancer worsened his health too much. In that case, it is the best decision to resign from the stressful job of selling junk to millions of fanatic disciples. I hope he is going to be well and wish him all the best.
But what does that mean for Apple? While I am definitely not a fan of Steve Jobs, I have come to admire his talent of turning people into consumption machines which will take simply everything out of your hands for any price you name. He is a genius. Not a technology genius, and not a creative visionary, as some comments today title him – no, he is a marketing genius and only as such could he have given Apple the position it has today.
Yes, I wrote that his job was selling junk to zombie consumers, and I wrote that he is not a technologic visionary. I mean it. Jobs never invented anything, he just sold it. Many people have built computers and invented things, but I am quite sure that his colleague Steve Wozniak would have never been able to stay afloat if Jobs had not been able to sell the stuff. When Jobs was gone from Apple, they faced bankruptcy, and only Jobs’ return made it possible for Apple to stay alive.
And as for today’s products I will now cause every Apple user on the planet to drop their jaws and get into a wild rage by saying that their tech gadgets are not half as special as the proud users think. Seriously, what is a Mac? A Mac is a PC wrapped in gay white plastic. What is a Macbook? A Macbook is an average laptop (at best) wrapped in gay white plastic. What is an Ipod? And Ipod is an MP3-Player wrapped in blabla that is just way more complicated to use than a normal MP3 – no integrated USB, no drag-and-drop of files, but instead the need to plug it to a computer (of course, if it is not an Apple Computer the Ipod can cause serious harm to the software) and fill it using Itunes – a gay gray version of nameanyopensourcemediaplayer. What is an Iphone? Well, the Iphone was indeed a new concept but actually it is only a little computer with a phone function, too small to be comfortable for use and too big to be comfortable to carry in your pocket. What is an Ipad? A big Iphone, or a Macbook without keyboard and CD drive. I really don’t see the technical revolution. My friend recently said “Steve Jobs deserves credit for revolutionizing the way we communicate” – No, he doesn’t. Philipp Reis, Graham Bell, Bill Gates and the inventors of the Internet revolutionized the way we communicate, Apple just built on those.
Steve Jobs merely revolutionized the way we consume. Apple has a loyal customer base like no other company ever before. Apple is worshipped like a religion, in which the fruit logo replaces the cross, Steve Jobs replaces Jesus, Microsoft replaces the devil, the products replace indulgences, Apple stores replace churches, advertising replaces the inquisition and geeky customers replace the people who go on the crusade to kill and torture everything that does not believe in Christianity. In a more contemporary context replace my words by “Quran”, “Mohammed”, “America”, “72 virgins”, “Mosques”, “bin Laden” and “Terrorists”. Well you get what I mean.
And herein lies my deep aversion towards anything that is Apple. I have a friend who always was very interested in computers and technology. Eventually, he bought a Macbook and within a short period of time he turned into a total intolerant dick defending Apple in about the same manner someone defends the pope when you point out the retarded points about the Catholic teachings. He is not the only one, others have gone the same way. May be that they like Apple products better, but their 180° turn into dickheads was highly uncomfortable to me. And so, just like I told the Scientology guy who once stopped me and the Jehovah’s Witnesses ringing my door bell that I do not want to hear anything about their religion, I refused to get involved with Apple and its diabolic brainwashing machinery.
Not that I don’t acknowledge the advantages these products have over competitors, but (aside from my refusal to be sucked into the cult) unlike Apple users I do also acknowledge the disadvantages. Use a Macbook in the sun, the smooth display will f*ck you big time. Use a silicone protector for its keyboard and you will be glad to see dirt prints on your display afterwards. Try getting up on time the day daylight savings time starts when you use your Iphone as an alarm clock. Try customizing your Apple software. Try downloading an “app” that Apple does not like – there are none as the distribution channels are controlled and censored by the company. Yes, the products may be good but after all they are at best on par with other ones. Consider the incredibly overcharged price and you get ripped off. All so you can carry around a computer that is wrapped in gay white plastic and has a fruit painted on it. Congratulations, you have been “appled”. In Germany we actually have the word “veräppeln” which could be translated to this.
Apple, and especially the genius Steve Jobs, have turned millions into zombies who are not only willing to pay a lot of money for the products, but who also desperately wait for them, camp outside the store to buy them first and are absolutely willing to overlook and stubbornly deny any flaw or disadvantage pointed out to them regarding the product itself or the company policy. They love to be slaves of commerce, they love to be ripped off and if Steve Jobs had told them to go kill a Windows user, some would have done so. Except, the most fanatic Apple users would of course break off any contact with former friends who are Windows users. Say what you will, Steve Jobs has to be admired. His marketing skills are those few people in history have possessed, including Alexander the Great, Hitler, L. Ron Hubbard and Barack Obama. Some use their skills for good, some for bad. Steve Jobs used it to make money, is that good or bad? Neither, I would say. If I possessed the skill to sell shit to the masses and make billions with it, I would do so. There is nothing unethical about it, it’s the customers’ own fault that they are stupid and blind.
What does it mean, Jobs being gone? He left at the peak of his company’s career, that is certain. After the Ipad, which was already anything but a revolution, there is nothing more to invent. Ipod (touch), Iphone and Ipad are already so similar you can barely tell them apart. And with the enormous market share and loyal users, the brand is losing its major strength: being the one that is different. Remember the “I’m a Mac – and I’m a PC” commercials? Apple rose to success by using the Differentiation Strategy. Buy a Mac and you are finally free from Windows. Another bit of genius marketing – Apple mad its disciples believe that everybody who didn’t own a gay white computer is a Windows-user. Unfortunately, this is widely true and it used to be about 100% true a while ago. Linux still only has a market share of about 1% of the operating systems, for some reason I have never heard of Android for computers, and of course the Apple OS can not be installed on a computer that is not gay, white and overpriced. However, not my point. The point is that Apple was the different one, nibbling on Microsoft’s 100% market share. Now Apple’s market share is nearing the critical mass, the point where using Apple products is mainstream, and Apple will no longer be the different and unique one (how could you ever be unique with that anyway, all the items look the same and are zero customizable) and somebody else will use this approach on Apple. It is over, it has been slowing down for a while. The current attempt to keep Samsung from selling its Galaxy Tab is just a ridiculously desperate approach to make the fat years last just a little bit longer. But at some point – even with an Apple monopoly – the geeks will realize that they do not need a Macbook, Iphone, Ipad and Ipod as they all do the same jobs. Apple is going to have to retrench, shrink to a healthy size and accept the position as one of many competitors in the field. Just like IBM and Microsoft had to.
With that happening, my hope is that Apple will finally become cool. I am not using an Iphone even though I have been eyeing the possibility of purchasing a smartphone and so far the Iphone seems to be one of the best choices in that segment. But I would always see myself as one of these people who follow the crowd to what is “cool” and I would not be able to look at myself in the mirror anymore.
Maybe now that the prophet Steve Jobs is gone Apple will pursue a less aggressive marketing and through this and external factors become a brand just like any other – as it has always been but not been perceived. With the peak of technological and sales success reached, the company itself will become normal. And then, maybe, even I will buy Apple stuff if it is better than the competition. So far, it is not and only sells because the disciples think it is, but there is going to have to be some product improvement or otherwise Apple will suffer the same fate Microsoft did – being left behind.
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