A week or so back I wrote about “disappointment”, in the context of the venerable announcement of the iPhone 4s in the light of expectation of a wholly new if you will iPhone 5. Yes with the per-verbal tear drop shape, larger screen and just an overall goodness to be had. Yet the new Apple overlords offered us mere mortals nothing more than a few extra cycles with a retro fitted iPad processor (not even a new one of these either) and something call Siri.
Well insert a yawn here still as this is boring stuff however again Apple is proving logo power is the only power as the orders are coming in at record breaking rates so what gives here? It’s almost as if they could slap that half eaten fruit logo on anything and people would wait in mile long lines just for a shot at owning it.
Yet what we are see here anthropologically is more interesting as it’s a culmination of several different paradigms colliding together. As people are “culture” starved and the concept of “culture” is typically one of belonging or committing to a common item or ideology. In turn that “common” item must be exclusive enough to be limiting and here Apple fits the bill with a matching [expensive] pricing structure and product line to boot.
Therefore even lack luster (ie something) is better than nothing when it comes to building a cult. Also this goes to show the ole bait and switch is still alive as are beer goggles at closing time. As with so much hype abounding about the potential of the iPhone 5, then boom its vaporware and in steps a remix of the prior version, what are (hot and bothered) people to do? As they are now all dressed up with simply nowhere to go, conditioned as were Pavlov’s dog to salivate at the ringing of a bell. The gadget consuming world too has also succumb to the Svengali spell cast by the Hogwarts trained sorcerer’s hidden away at 1 Infinite Loop.
It’s no wonder Apple has achieved the number one brand standing in the world given the fact it can create hype about the same ole, same ole and have millions pull their wallets out with a wave of their magic wand.
Here the other aspect is given the fact everyone was dressed up, and now there was no place to go, and nothing else in sight enabled a one two punch to be delivered to the consumers solar plexus. As while recoiling from this unexpected blow, it seems their wallets have become dislodged from their pants and purses.
So be it the waving of the magic Cupertino wand, or the brut violence of a quick one, two striking the unsuspecting consumer. There is a lot to be learned here as this is a business dream, something for nothing and your checks for free…