Apple’s Strategy of Rejecting ‘Social Media’

Apple’s ‘rejec­tion’ of the prac­tices pun­dits “always say you should do to suc­ceed in the Inter­net eco­nomy” isn’t unique, but it does make for inter­est­ing read­ing:

Apple does­n’t blog; it does­n’t Tweet; it does little on Face­book; it does­n’t engage with its cus­tom­er base. It does­n’t ask the “com­munity” for feed­back or rap­idly iter­ate based on any such feed­back or even respond to cri­ti­cism.

It does­n’t give any­thing away for free, thank you very much—in fact, the com­pany charges premi­um prices for just about everything. Its cus­tom­er ser­vice is per­func­tory. It engages in ter­ribly con­sumer-unfriendly prac­tices like mak­ing you buy a whole new device when the bat­tery dies.

And mar­ket­ing? […] For the most part, Apple advert­ising is old media all the way.

There are some import­ant les­sons for entre­pren­eurs in this strategy, says Jonath­an Weber:

  • It’s the product, stu­pid! (“If in doubt, focus on the product.”)
  • Brand mar­ket­ing still matters—a lot.
  • Enga­ging with your cus­tom­ers via the real-time Web is not, in fact, man­dat­ory. (Don’t become influ­enced by “what the zeit­geist of the moment says you should be doing”.)
  • Con­tinu­ously con­sider oppor­tun­ity costs.

via @alexjmann