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Apple Gets the Culture Code -- in Seattle it Just Rains

by , 3:05 PM EDT, October 8th, 2007

The phrase, "Designed by Apple in California," is born from an understanding of The Culture Code, according to Joel Spolsky at his Website. On the other hand, Microsoft's "Hello from Seattle" falls flat.

Apple's phrase, according to the software developer, evokes images of an entire state, not the one full of muffler shops and donut stores, but rather, The Beach Boys.

"And 'Apple' in California is, of course, on the literal level, a computer company, and not a very nice one, but put those words together and you think of apple orchards, and the Beatles, and you think of how Forrest Gump got rich off of Apple stock," the author observed. "And 'designed in California...' It's not made. It's designed. In California. Like a surfboard. Or a Lockheed XP-80."

The slogan, Designed by Apple in California, "triggers a flood of emotional responses that just make you happy to have selected this MP3 player," Mr. Spolsky wrote whimsically.

On the other hand, Microsoft appears to have no clue why that phrase works, and in a fit of Apple envy, has generated their own phrase for the Zune, "Hello from Seattle."

"Um... excuse me? Hello from Seattle? That has, I'm afraid, none of the same resonance. It evokes nothing. Boeing and rain, maybe. Kurt Cobain's unhappiness," was Mr. Spolsky's reaction.

The key is The Culture Code. "It's not even clear that anyone at Microsoft would understand that there is such a thing as a culture code, although they are to be forgiven for not reading important books by French intellectuals," Mr. Spolsky concluded. "After all, they're in Seattle and it's raining."

Observer Comments

Show: Subjects Only | Full Comments
Close Name:Guest
Subject: your a little late. its better than they had originally

which was complete rip off of apple, it said " Designed by Microsoft in Seattle".

Microsoft cant even help itself from stealing culture, mush less getting it right.

Close Name:Guest
Subject: MS's Catch Phrase Should Be

"Stolen from Cupertino"

Close Name:Guest
Subject: Not in Seattle

Nevermind that Microsoft and Zune headquarters are in Redmond, WA... which is about 20 minutes East of Seattle. duh.

Close Name:Sir Harry Flashman Posts: 787 Joined: 08 Feb 2007
Subject: Metro area

Quote
Anonymous wrote:
Nevermind that Microsoft and Zune headquarters are in Redmond, WA... which is about 20 minutes East of Seattle. duh.


A lot of people are not familiar with the Puget Sound Area, but know where is Seattle. I guess you could say "Redmond, just east of Seattle," but then you have four extra words.

Whatever, it is hot and dry in San Diego.

Close Name:daemon Posts: 342 Joined: 17 May 2007
Subject:

Wow. Feel that hate just radiate out. You could heat all of Dante's Hell with just your bile.

I'm sorry, but "Designed by Apple in California" does not invoke images of the Beatles, Beach Boys, Lockheed Martin, or Apple Orchards. What it invokes is corporate greed and disregard for the environment. No other state in the Union has fallen prey to pollution and natural catastrophy to such an extent as California. Apple's own track record and targeting by the ecoterrorist group Greenpeace only furthers the image of Corporate disregard for the environment for those that actually follow such things. No, the sentence is a simple state of fact that those deluded by visions of grandure and in state of serious overcompensation feel a need to romantasize and associate with things that have nothing to do with Apple.

Oh, and for those in the ecoterrorist organization that calls itself Greenpeace, Apple doesn't pollute anymore than any other electronics manufacturer in the US, mostly because most of it's electronics aren't made in the US. One of the reasons why they can legally say "Designed in California" whereas if they said "Made in California" they would be lying and liable for false representation.

So, buy American.

Close Name:Guest
Subject: 20 minutes?????

Dude...only at about 4am on a weekend. Any other time you've got to fight the back-up over the Evergreen Point Floating bridge then 520 through Bellevue and into Redmond...a good HOUR if you're lucky!!!

Quote
Guest wrote:
Nevermind that Microsoft and Zune headquarters are in Redmond, WA... which is about 20 minutes East of Seattle. duh.

Close Name:Guest
Subject:

Daemon dude, if you're like, you know, going to San Fransisco, you might like to wear some flowers in your hair, 'cos I'm dreamin' that California might just juice your jubes, OK? I mean, like, you know, catch a ride on the love train, man.

California's just dreamy, yer dig?

<What? oh yeah, I'll have another toke, dude. Hey, whaddya say we get really lubed and go to Waltworld, OK? I hear they finally pulled the castle out from wraps, man. I just love those crazy dolls. And then after we can cruise the Sur, yeah? Man, that's like the most. And pack my boardies, too. It's gonna be a splashy day in paradise. What, we're short on the green? Then sell some of those Apple shares, dude.... they're like Rocky Mountain high, if you catch my drift?>

Seriously. Pull that plug outta your butt. All the guy is saying is that California is cooler than Seattle and that consumers make that connection on, at the least, a subconscious level. Chill.

Close Name:Intruder -   TMO Mac Specialist Posts: 3142 Joined: 07 Jul 2004
Subject:

Deamon,

If you don't like it, complain to the originator of the article (not the TMO article, but the one referenced). Whining about it here will accomplish absolutely nothing.

FWIW, I agree somewhat. Saying "Designed in California" does nothing for me other than tell me that it was, well, designed in California. But hey, apparently Joel is turned on by it. To each their own.

Close Name:Dah-veed Posts: 3 Joined: 08 Oct 2007
Subject: I kind of agree

I agree that part of the Apple phrase is nice - designed. The California part at least gives it a feel for being an American made product. At least it was designed in America. For the guy who wants to have Buy American, you're not going to be buying much of anything if you want it actually made here. However, the California part doesn't suggest its better or cooler than anything else to me. There is plenty of crap made in California and plenty of good stuff made or designed elsewhere in the US.

I agree with the author that "Hello from Seattle" really doesn't do much for me.

Of course I wouldn't buy either product based solely on the marketing catch phase on the package or product. I bought an iPod for the fact that it works well...

Close Name:LaurieF -   TMO Forum Mod Posts: 3545 Joined: 15 Jun 2001
Subject:

For those of us not living in the US, we don't care whether it was designed, made or lusted over in Seattle, California or Waikikamukau. We're happy that it is made and that we can buy it.

Having said that, "Hello from Seattle" falls rather flat. And damp.

And Daemon, you said Greenpeace and ecoterrorist twice - aren't you just a little obsessed? or are you just trolling again? Feel that hate just radiate out.

Close Name:Sir Harry Flashman Posts: 787 Joined: 08 Feb 2007
Subject: Designed in China

Quote
Intruder wrote:
Deamon,

If you don't like it, complain to the originator of the article (not the TMO article, but the one referenced). Whining about it here will accomplish absolutely nothing.

FWIW, I agree somewhat. Saying &quot;Designed in California&quot; does nothing for me other than tell me that it was, well, designed in California. But hey, apparently Joel is turned on by it. To each their own.


Well at least it is designed here in California, firms are starting to outsource design as well as manufacturing. I am beginning to suspect that these days even men's casual wear is designed in China or someplace.

Close Name:daemon Posts: 342 Joined: 17 May 2007
Subject:

Quote
LaurieF wrote:
For those of us not living in the US, we don't care whether it was designed, made or lusted over in Seattle, California or Waikikamukau. We're happy that it is made and that we can buy it.

Having said that, "Hello from Seattle" falls rather flat. And damp.

And Daemon, you said Greenpeace and ecoterrorist twice - aren't you just a little obsessed? or are you just trolling again? Feel that hate just radiate out.


Greenpeace is an ecoterrorist organization, just simple fact. And I don't see myself as trolling.

Close Name:deasys Posts: 294 Joined: 08 Apr 2003
Subject:

Quote
And I don't see myself as trolling


...and yet, you are!

Close Name:xmattingly Posts: 265 Joined: 31 Jul 2007
Subject: Say what?

Why does Spolsky call Apple "not a very nice computer company"?

Close Name:LaurieF -   TMO Forum Mod Posts: 3545 Joined: 15 Jun 2001
Subject:

Quote
daemon wrote:
Greenpeace is an ecoterrorist organization, just simple fact. And I don't see myself as trolling.
Quote
Robert Burns wrote:
From To A Louse

O wad some Power the giftie gie us
To see oursels as ithers see us!
It wad frae mony a blunder free us,
An' foolish notion:
What airs in dress an' gait wad lea'e us,
An' ev'n devotion!

Close Name:Guest
Subject:

Quote
daemon wrote:


Greenpeace is an ecoterrorist organization, just simple fact. And I don't see myself as trolling.


(1) Quoting "Wikipedia" as a reliable source for a "fact" shows your inability to research your sources.

(2) "Eco-terrorist" label you use is an "opinion" NOT a fact. Learn to differentiate between FACT and OPINION. If you base your "facts" on things you have culled from the internet you are pathetic. Ever heard the phrase "don't believe everything you read?" If this statement is unclear purchase a DICTIONARY and look up the definitions for FACT and OPINION and see the differences.

(3) The article was a simple one pointing out a "marketing tactic" and its impact on a consumer. Your reply was a trolling statement seeking a soapbox platform for your own OPINION of organizations not even mentioned in said article. In lamen terms you are trolling, seeking attention to find like minded people who have no life to sit and clog forums/blogs/boards with your own views on life. Compensating for something maybe?

(4) Look at the stock. SImply put the Apple Marketing engine is working. That is the bottom line. The phrase "Designed by Apple in California" is more appealing than "Hello from Seattle." For whatever reason whether it reminds people of earthquakes, eco-terrorism, or "falling prey to a natural castostrophe". Plain and simple how ever one interprets the phrases, the choice of words Apple chose seem, on a whole, to instill a more positive buying influence than Microsoft's.

(5) Daemon, you are trolling. Here is your reliable wikipedia source you use a a source of FACTS.
http://en.wikipedia.org/wiki/Internet_troll
That has described your first post to the letter. Sorry but by your own logic. The FACT is you are a troll.

Close Name:Guest
Subject:

People actually care about this? It's like Apple fanatics are searching for things to hate about Microsoft, even things that have zero substance.

Close Name:Guest
Subject:

Quote
Guest wrote:
People actually care about this? It's like Apple fanatics are searching for things to hate about Microsoft, even things that have zero substance.


I don't think it is really "Apple Fanatics" per say. I would say it is more along the lines of it is Tuesday Morning and no one at TMO actually has anything newsworthy to report so they inject "filler" to create updated content for those bored at work.



Change of Subject.

Just Do It!

Nike marketing campaign.

Can this be interpreted as something of a "suggestive" nature?
Inquiring minds want to know.....

Close Name:Guest
Subject:

how about some truth in advertising: "birthed from the depths of mordor"

Close Name:daemon Posts: 342 Joined: 17 May 2007
Subject:

Touche.

Quote
LaurieF wrote:
Quote
daemon wrote:
Greenpeace is an ecoterrorist organization, just simple fact. And I don't see myself as trolling.
Quote
Robert Burns wrote:
From To A Louse

O wad some Power the giftie gie us
To see oursels as ithers see us!
It wad frae mony a blunder free us,
An' foolish notion:
What airs in dress an' gait wad lea'e us,
An' ev'n devotion!

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