Apple TV

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I have not spent a lot of my hard-earned buying Apple products. I have a fallow iTunes account, had an iPod, and I worked on a Mac for a year while at an ad agency. I’ve not read any books about Steve Jobs, but did go to see the recent movie – which was fab. I love Apple marketing. I love its sensibility and design. Cool company indeed. But I wonder about its product diaspora — something I’m reading about every day. There’s Apple Pay, also a new peer-to-peer payment system in the offing, Apple TV, Apple Music, Apple Radio…the list goes on.

Is this a device company?  A platform company?  A transaction or app company? I know not. It’s certainly a rich company. A successful company.  It is one of the world’s most admired companies. The big question is, is the brand more important than the products? It seems so. And that’s a great place for a brand to be. But with this product diaspora, I’m beginning to wonder what will happen to the brand in 5, 10 and 20 years?  When the word Apple and the mind do not synch up. What will teens and tweens associate with the brand? Apple is an overdog. A great one. But what will this product/service/app creep do to it?

Time will tell. Perhaps on an Apple Watch. Peace.

 

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Tivo just sucker punched Apple. Apple TV specifically. Tivo just launched a new product called the BOLT which holds to its core value by allowing viewers to scan past pods of advertising with a click of a button. The launch ad highlights another 7 or 8 things it does that Apple TV doesn’t including get rid of the cable box. With Apple TV you can’t record your shows, you can’t watch shows on any device – so the ad says.

The Tivo BOLT ad works. It contains a picture of the box, which offers a lovely Apple-esque product design. The unchanged Tivo logo, a particularly simple and brilliant design of a TV with Martian antenna, is not only distinctive but fun. And Tivo’s restraint in not trying to tie everything up in with a bow in the form of a new tagline beneath the logo, is genius. Under the mark, a space typically reserved for a tagline, it simply read “San Jose, California.”

Start with a great product that meets pent up market demand (for features and function) and take care of marketing with clean comms and design and you have the secret to success. Apple has always known this, apparently Tivo does now too.

Peace.

 

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