09/19/2008 05:24:27 PM 
(2) 
(2) He uses some great examples that show how the brands communicate online with their users and it clearly shows that Apple is from a very different era and hasn't quite grasped this whole 2.0 thing.
However, I don't really think this matters for Apple and don't believe it really impacts the brand.
Apple has always been about selling something shiny, new and enticing. Something you pay top dollar for and show off proudly to all around you. It sells the ultimate gadget and things that are truly magical.
On the other Google, doesn't sell anything, it's a free service, but it needs its users to keep coming back to it to view the pages that contain its valuable ads. It has to do everything it can to keep these people happy and content. Charmed in the knowledge that Google is the best "free" thing in their lives.
Apple could benefit from opening up, but let's face it, this is not the company's style. It's a one man autocracy and until he decides to open the floodgates and let everyone inside out and visa versa this isn't going to happen. I believe the lack of openness works in the brand's favor. It keeps things mysterious and interesting, you never quite know what they are up to next and it would a shame if they did anything to give that away.
As long as Apple keeps making products that amaze us, it can get away without opening up.
It doesn't have to do a Dell, until it becomes like Dell.
Apple sells us a dream and the more it becomes like real life, the less interesting it becomes.
Transparency is not for them...
Posted by Ed Cotton
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The new Windows ads will make this interesting
It feels very much like they are trying to position PC users as being of more substance. You can argue that it does make Apple a bit of a shiny badge. It will be interesting what they do next.
Posted by Carl on 09/23/2008 03:45 AM
It feels very much like they are trying to position PC users as being of more substance. You can argue that it does make Apple a bit of a shiny badge. It will be interesting what they do next.
Posted by Carl on 09/23/2008 03:45 AM
It appears you don't have Flash installed.
"Steve Rubel has written an interesting post comparing the transparency of Google with the cold, firm and closed approach of Apple." How is Apple's approach different from Google's? When did you first hear of Knol, Google Chrome, etc? When the secret product was unveiled to great fanfare. Sounds familiar? I think that Apple is readily able to communicate with users when it's needed. The company did it to address environmental concerns ? still a work in progress ?, Apple is also publishing a MobileMe status page to let users know what's going on, etc. There are other companies, like Dell, that go even further in their transparency? not because "radical transparency" is the be-all end-all, but because Dell has faced problems in the last two years (see below link), its consumer business is not in great shape, and Dell still needs to address this problem. http://www.post-gazette.com/pg/06242/717525-96.stm I don't really get Rubel's post. "Many Google products have pages that list the bugs that they know need to be fixed". That's neat. "Apple, by contrast, just lets you know when they've fixed bugs". Huh? Apple has a knowledge base, here is the link for software products, Apple is also maintaining a list of known issues for its hardware products. http://www.apple.com/support/software/