apple is no google

Influx Insights — 2008-09-19T20:25:35Z

Steve Rubel has written an interesting post comparing the transparency of Google with the cold, firm and closed approach of Apple.

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

wired's experiment with transparency

Influx Insights — 2008-09-04T22:41:00Z

A writer gets a cool opportunity to do a piece on legendary Hollywood screenwriter Charlie Kaufman and turns it into a chance for Wired to go transparent; blog, film it and invite people in.

I guess the idea is to take a Kaufman-like approach to Kaufman.

Here's the pitch video- it's a little low tech and tough to watch..

While this is all very 2.0 and "on trend" it creates some interesting problems and issues.

1. Does any one care enough to spend valuable time going through this stuff?

2. Who might these people be? How can you give them what they want?

3. Is it really transparent- what are we missing/not seeing?

4. Notes and process also need to be compelling. It's not enough to just post or shoot you need to do more- real creative skills are required

5. Does the telling of the backstory take away from the main effort?

It's a brave attempt to do something new and original and the goal of taking the reader into the process is nice. The challenge is making all this stuff compelling enough to make people want to check it out.

Perhaps thinking it of two distinct parts is the problem; the research and the story or the process and the story.

Does it need to be "a whole"; something we just explore and navigate around with hyperlinks et al?

It's smart of Wired to try this and I think with more work they could be on to something interesting that could lead to a new type of more "game-like"media experience.

Clearly, not everyone wants to be taken on a ride down a "wormhole", but there will be a few who might appreciate the experience, if it was designed correctly.

Posted by Ed Cotton

Influx Insights Tag Feed: transparency

apple is no google

wired's experiment with transparency