Microsoft has jumped on the Apple iAssault bandwagon with another non-MS device buy-back program, this time targeted specifically at iPhone users.
Took this snap on Sydney’s George Street the flagship Samsung store – opened aggressively diagonally opposite the crystal Mecca of the AppleStore complex. They updated their window display the day after the iPhone 5S launch with the “iChanged” campaign:
Anyone remember the Apple campaigns targeted at desktop switching? Switch to a Mac (2002) and Get A Mac (“I’m a Mac / I’m a PC” – 2006). Get A Mac coincided with the fresh, minimalist rebranding of Apple stores with the blue shirts and symbol signage to aesthetically differentiate the product and build-in perceived value for the premium pricing.
I never needed convincing of how cool the machines looked. As a developer, my value proposition was for home use – I was sick fed up of interrupt issues et al with home PCs having spent too much time with IT Operations resolving similar issues with our custom-built trading apps in the office. The “just works” thing was a solid case for me for core non-tech usage. A bit like a chef coming home and whacking a microwave dinner in the oven.
But back in 2000 Office compatability was pretty shoddy, hardly any mobile phones would sync with the Mac address book et al(hardwired of course – except the gloriously kitsch Sony Ericsson P800) and remote office access? Forget it sailor.
I digress. Regarding mobile – Samsung and Microsoft must have been rubbing their hands together as the “coolness” factor is clearly the most important consumer product attribute now. And Apple missed the mark big-time with the boxy iPhone 5S – yes, EVEN with 9 million units pumped out in the first weekend. It’s the longer game that counts with brand value.
Apple’s lengthy product cycles won’t permit a revolutionary “non-boxy” iPhone coming out anytime soon. Microsoft’s Nokia acquisition gives a real opportunity to knock out an awesome device (the Lumia 1020, although essentially a different category focusing on the camera, is pretty impressive) and with the stability of pure-play Android devices, Samsung’s superior hardware is looking like the go-er.
“I’m an Android, I’m a kosher non-jailbroken iOS” – the next set of Google ads whacked out across the international channels to join Samsung/Microsoft to encircle Apple?