The Apple Effect on Contentment and Consumerism

I found myself in the middle of an interesting conversation the other day regarding Apple's iPhone debut on the Verizon network. A friend of mine, a Verizon customer, has been drooling over my AT&T iPhone since my very first one four years ago; he is going to hold off on buying an iPhone. Why? He knows the iPhone 5 is right around the corner. Destined to be released in July, the iPhone 5 will be just enough of an improvement over the iPhone 4 that it is worth waiting for. That is the heart of Apple's strategy; they want you to be constantly waiting to upgrade. Steve Jobs has managed to breed love and excitement for products that instantly turns into discontent and hate as soon as the new product cycle is announced.

The love/hate cycle of Apple products is as predictable as their product release schedules. Every year there are new refreshes on MacBooks, Mac Minis, iPods, and now the iPad. Everyone seems to accept the thought that the next version will be just a bit faster, brighter, or hold a bit more. I asked my friend if he thought my iPhone was "good enough," and he thought it was. He couldn't put his finger on what the iPhone 5 could offer that would make an iPhone 4 a piece of garbage, but he knew he just wanted to wait. The sad thing is, come July, I will probably find a way to sell my iPhone 4 and get an iPhone 5. I have suffered the Apple Effect.

The Apple Effect on Hardware

The fact of the matter is that technology is constantly evolving and things are constantly becoming faster, stronger and more efficient. Take cars for example. Every year Toyota and Ford release new models of their car lineup, and the new models have something new and exciting. The difference is that people typically don't run out to buy the latest and greatest vehicle every year. I have had my Toyota Tacoma since 2003 and I love the truck. I have become attached to it, and I actually shutter at the idea of replacing it. It is paid off, it meets my needs, and it is part of my persona at this point. I have owned many of my favorite devices, including televisions, vacuums, printer, and tools for years. What has Apple done differently with their products that make me want to move on so quickly and capriciously? Why will I most likely own a new iPod, iPhone and MacBook this time next year even though I bought an iPod, iPhone, and MacBook this year?

Apple's strategy is two-fold. First, they have mapped out a product's life cycle over time and they include dreams in that life cycle. In other words, Apple engineers know what the killer iProduct experience will be like in years not months. With every new iteration of the iProduct, as technology and engineering improve, they take a step closer to that dream. The iProduct user also fantasizes about the dream experience, and so every time a new iProduct is released, he/she runs out to purchase the dream. The crafty part on Apple is discerning the difference between which parts of the dream to withhold because it isn't possible, and which parts to withhold because it isn't profitable, then market them accordingly.

The second part of Apple's strategy is to create a visual element to every iteration of an Apple iProduct so that it is instantly recognizable. The iProduct becomes a status symbol, and it is visually obvious if your iProduct is out of date. Some classic designs, such as the Black MacBook (Apple BlackBook), fat iPod Nano or 11.6 inch MacBook Air are so recognizable and distinctive that they icons. Apple iProduct owners have become passionate about wanting to be in style with their technology. No one can distinguish between an HP black box or an Acer black box, with other computer manufacturers, the form is lost, and only function remains. Apple has balanced form and function.

The dark side of this conscience design and marketing strategy is that Apple has created a sense of discontent and a branch of flippant consumers that purchase and sell based on whim and impulse. Trust me, I am one of these whimsical Apple consumers. My average ownership of an iPod has only been 14 months, and I have owned four versions of the iPhone. I sold a MacBook to purchase an iPad only to sell an iPad to purchase a MacBook Air. I am not alone or unusual in this purchasing pattern; Apple has created a perfect storm when it comes to product demand, and I am in the middle of it.

The Apple Effect on Software

The Apple Effect on consumerism and contentment has changed more than just how people view their phones, computers and media players. I have noticed a profound change in the way I view software and applications as well. There was a time when I purchased software expecting it to be complete, bug free, and to meet my needs. Thanks to the Apple Effect, the iOS App store and the Mac App store, my expectations have changed. I purchase apps based on the idea that they are "good enough" for now and that they will improve over time. I check for updates to my iPhone Apps daily, and I get excited when there is an update. What is worse, I am disappointed when there hasn't been any updates on an App in a very long time. Yes, that means I get disappointed when an App finally works correctly and is error free.

The bad part is that I seem to developed a sense of entitlement towards my Apps. It is if I think that spending $.99 on an App entitles me to have a software developer as an indentured servant for the rest of my life. If an app works correctly, then I want new features, and if a developer's new features don't inspire me then I will leave a nasty review. When it comes to my Apps, I have become a righteous spoiled brat full of entitlement. A quick scan of the App Store's reviews and comments would seem to imply that I am not alone. The Apple Effect is everywhere.

What to Do About the Apple Effect

I made a New Year's resolution to not buy a new computer this year unless one dies. I have also tried to customize my MacBook Air to a point that I might start to become attached to it like I am my truck. I would love to use this computer until it dies and weep when I need to replace it. My New Year's resolution is to become content with my technology and to focus on what it does rather than what it can do. I have resolved to ignore the Apple Effect.