I got an essay this week from a young reader in Utah. Scott Hanks is 23, and he converted to Macs 2 1/2 years ago with the purchase of a tangerine rev C iMac which he has since upgraded. I read Scott's essay with interest. I'm not sure that I agree with all he says, but he puts forth some unusual suggestions - at least they are unusual to me. I asked Scott if I could use his work in this week's column and he agreed. I am particularly interested in the feedback of novice Mac users. If Apple adopted a marketing strategy like the one Scott is suggesting, would it have more or less appeal to you? I hope that you will read this and then share your thoughts through the comments section located at the end of the column.
The iMac - Wasn't The 'i' For Internet?
Not many years ago Apple first introduced it's lovable new computer, the iMac. The low-end all-in-one computer was a consumer oriented machine, primarily targeted at first time buyers looking for a computer to connect to the internet. The target market was clear, and demand in that market was substantial-enough to make the iMac a stunning success.
Simply put, the iMac was created for the internet age of computing and as such, sold well in that age. However, times have changed. As Steve Jobs has identified, we are in a new age of computing, and this new age calls for a new kind of computer. Unfortunately, Apple's consumer marketing hasn't kept pace with their marketing vision. Instead of offering consumer machines which embody the digital hub ideology, we have simply been offered more variations of the iMac. Apple's consumer line should be geared to meet the needs of consumers, and in many ways are, but how are the consumers supposed to know that? Many consumers still consider the iMac as a fashionable way to connect to the internet, but few are likely to recognize it as a "hub" for all of their digital devices.
The reason for this is simple: Apple isn't preaching what it has practiced, at least not very fervently.
We would all love for people to recognize Macs as better solutions than PC's rather than simply compare processor MHz. Even at the apple store, however, the three iMac computers are separated by the labels "Fast", "Faster", and "Fastest." Apple shouldn't be marketing their computers by their processor speeds (especially the iMacs), nor should the focus be on their looks. The marketing angle Apple needs to look at is functionality. I'm not talking about the stability of the OS or how much RAM is included. What I'm suggesting is that Apple needs to market computers based on the problems they solve rather than their raw specifications. Here are the consumer models I would create if I were Steve Jobs:
iMac: Good old traditional iMac. A low cost computer to get on the internet, do some word processing, and maybe play a few simple games. The traditional iMac computer for the traditional iMac market.
musicMac: The Macintosh for the music lover. Optimized to burn CDs, rip MP3s and play high quality music. iTunes was made for this Mac.
mediaMac: The Macintosh for the multimedia mogul. Same capabilities as the musicMac but with additional emphasis on digital video (possibly a DVD/CDRW combo drive included, SuperDrive next year). iMovie was made for this Mac.
gameMac: The Macintosh for the hard core gamer. All the options point to high frames per second and smooth network gaming. This Mac is made for Halo.
iMac SE: similar to iMac but with a flat panel display. Provides same solutions as the iMac but with a slicker look and smaller footprint.
The mediaMac and gameMac would best be based on the Cube design to allow the customer to decide his own monitor size, while the iMacs and the musicMac could remain comfortably in the all-in-one package (thus merging the Cube and iMac line to complete the consumer line-up).
Each of these machines excels at a certain function which is clear to consumers simply by the name. There is no need to evaluate the specs to determine which model will fit your needs, the name alone presents the most important information for the sale.
Apple needs to worry less about providing an evenly spaced spectrum of price points and worry more about showing people how a Mac can enhance their digital lifestyle. The models shouldn't focus on price so much as performing extremely well in a certain area.
The iMac series as it stands is a highly functional and stylish (with the possible exception of flower power models) line of computers, but if Apple wants their computers to be the digital hubs of the future, they had better start acting like it.
Now that you have read Scott's essay what do you think? Agree? Disagree? If you had had such choices with your first iMac would it have made your life easier or not have mattered? I hope you will scroll down to the comments section at the end of this column and comment.
As for me, I am going to spend this next week trying to learn how to listen to my local PBS radio station over my computer. Since I don't have a clue how to do this I welcome all suggestions and directions. Proper credit will be given where credit is due. As always, you can contact me directly at [email protected]. If I succeed I will write about it next week.