Apple shows some iBalls
Big brands that show real bravery are few and far between. Big brands maintain control through absolute orchestration of the entire experience, every thing you see, hear, touch are generally tightly choreographed to support and build a brand promise and deliver on that promise. Now as with all choreographed experiences, sometimes big brands lack a little authenticity, we know that there is a man behind the curtain.
Now Apple falls into a big brand category and is more fanatical than most in the maintenance of the integrity of its brand. So needless to say I was shocked while shopping on the apple store to see unedited reviews and ratings integrated with the product listings.
Apple is a company that embodies the “benevolent dictator” design philosophy so it seems totally out of charicter. Vive the Cluetrain Apple!
Ratings and reviews are quite common on retailer sites, led by companies like amazon, and netflix, but most product managers would shake in fear of that kind of feedback on the actual manufacturers site. I actually can’t think of any really big brand designer/manufacturer that openly invites feedback on it’s product/shopping pages. Are there any important ones i’m missing?
Anyway, Kudos Apple on your enormous iBalls.
One Comment, Comment or Ping
Eric
No doubt I fall into the category of Mac Fanatic. But I think this latest revelation “fits” well with Apple’s brand. Apple started its life as the computer for the rest of us. They made no apologies (and didn’t need to) for making their machine and their software user-friendly. During the ensuing years, they’ve had glitches aplenty, including making OS changes that left existing users (and all of their Mac only software) in a lurch.
This latest attempt at full disclosure seems to be more than just ballsy customer interface — it’s a way for them to warn off people not prepared for making the commitments that some software packages require (kind of scary how software developers get away with that) but also a free flowing customer feedback system that allows their developers and technical support folks to hear from customers in their own way.
Sure, a good development process includes customer hands-on, but usually under controlled conditions, with observers and guys with clipboards breathing down your neck. Even beta testing has drawbacks, since the beta testing community seems to be comprised of on-the-edge technogeeks, many of whom are involved in this process themselves.
Letting real customers tell you the features and foibles of your products and services is still the best way to improve both the development process and the resulting products and features.
Jan 30th, 2006
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