The Magic in Apple’s Devices? The Hype
“Steve’s immortal contribution to Apple is the reality distortion field, to create expectations and then convince the audience to be a willing accomplice,” he said.
My colleague Claire Cain Miller pointed out in an email that Apple had achieved its positive publicity through scarcity.
“They build up so much hype by being so secretive and controlling with the press and then they do these blockbuster events,” she said. “They practically force people to speculate and help them build hype and then cheer when they finally release the info.”
.. Still, Americans have a much more intimate relationship with Apple than they did with previous business behemoths like United States Steel or General Electric. After all, we hold its devices in our hands, often using them to touch images and messages from people we love. That emotional connection continues to grow.
.. Mr. Jobs always mandated a central adjective for a device — the iPad was “magical,” the iPhone “revolutionary” and the App Store “legendary.” The watch? “Apple Watch is the most personal device we’ve ever created,” Mr. Cook said.y By literally creeping onto our skin — the watch has sensors on the back — the company is forging a deeper connection with its customers.
.. Apple’s core skill is not innovation but refinement. The company didn’t make the first smartphone, just the best one. Many tablets were tried, but only Apple’s opened up a category. Several smartwatches are on the market, but Apple is the one that people beyond geeks are paying attention to.