For Apple to Win

August 20, 2012

Why I don’t like Google is a topic which I will likely cover in the days, months, and years ahead as Google continues to release new services.

Me, July 20, 2011

I’ve been doing a lot of thinking lately (“Ha!” you laugh) and I’ve decided that I’m done talking about Google and Android in a derogatory* way. It just isn’t productive or good for anybody.

I obviously prefer it for people choose iOS devices over Android devices and things in that “Other” category. The more Apple’s ecosystem grows, the more I benefit since I’m so invested in the company’s products and services. In addition, I like to help people when I can and I’m next to no use to people outside of Apple’s ecosystem.

I think that when you’re so invested in seeing one ecosystem succeed, you lose sight of how to promote it effectively. By going on a tirade about how Google sucks and/or drilling things like “you should’ve purchased an iPhone instead” into people’s heads, you make them either feel bad or pissed off.

Imaginary scenario:

Last month Jake purchased a $199 Android phone and signed a 2-year $100/m service plan to a carrier. All in all that’s a $2,599 investment that Jake has made. Darren, an enthusiastic iPhone user, approaches Jake and goes into detail about why he made a bad decision and should have instead purchased an iPhone. As the return date for Jake’s Android phone has passed, he reacts in one of the following ways:

  1. Sadness. Darren convinced Jake that he outright wasted $2,599 on something he’ll hate for two years, knowing that he should have purchased an iPhone.
  2. Resentment. Surprisingly to Darren, Jake is quite happy with his $2,599 investment, and becomes irritated with Darren for bugging him about something so trivial.
  3. “Block/Ignore”. Jake is a busy guy and doesn’t have time for Darren’s shenanigans, so he chooses to forget that Darren even exists.

NONE OF THESE REACTIONS ARE HEALTHY.

Personally, I don’t directly bug people about something that they’ve purchased. However the things I’ve written here (but mostly on Twitter) are as toxic because people value my opinion and read what I write/tweet, even if it’s not specifically directed at them. I don’t have to approach someone to elicit a response, they just have to read what I write.

And if I want to respect my audience and not publish things which are designed to provoke (at least some of) them, I need to move on in my approach. I need to not talk about Google or its partners negatively, and try to not talk about them at all. If you don’t have anything positive to say, don’t say it.

But we get back to the point that I’m heavily invested in Apple’s ecosystem and my tech life improves as Apple grows. I can’t just say nothing, it’s in my best interest to do what I can to promote Apple gear and I genuinely enjoy doing it. So when I want to promote Apple, what should I do?

Put my focus on Apple. Talk up Apple. Demo its products and services, write and publish “how-to’s”, answer questions, and personally use the stuff I promote. Instead of expressing how Android sucks — instead of putting any amount of focus on the negative — I should be expressing how Apple rocks.

And that’s how you make people want Apple gear.

Infact I know this to be true! As you might be aware, I was Apple’s representative at Portland State University for the 2010 school year, and part of my job was to turn people into Apple customers without ever mentioning a competitor. I converted a solid amount of people just by being available and helpful.

We have to let go of this notion that for Apple to win, Microsoft has to lose.

Steve Jobs, August 1997

I know it’s a little bit different since Apple and Microsoft didn’t hate each other like Apple and Google do. However, as users we should replace “Microsoft” in Steve’s quote with “Google”. Love what we love and let the companies be nasty themselves.

*However if there’s a story that I feel needs to be told, I will tell it as long as it’s research and fact-based journalism.

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