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In a recent Kare 11 interview, our own Associate Creative Director Scott Dahl spoke with Diana Pierce, turning a discussion about the world’s frustration with Apple’s iPhone 4S release into a positive conversation around the brand’s marketing tactics.
This interview was conducted exactly one day before the anticipated, yet still heartbreaking, loss of Apple creator and former CEO Steve Jobs.
“What it did is, it actually built even more mystique,” said Dahl about the brand, as well as the assumption that the new phone would be ramped up to a 5. “That’s part of the Apple aura, too.”
When asked whether or not the company simply lucked out with this marketing, Dahl replied, “That aura that they have with their branding? It spans generations. You could have a grandmother, a mother and a daughter all using an Apple product. So there’s some loyalty to this brand. There’s an emotional connection with this brand. So is it a fluke? I don’t think so. I think it’s just another step in that connection.”
Pierce’s admission that she’s still a PC holdout in certain areas of her life led Dahl to comment, “The PC versus Mac, right? You’ve got that world. But what Apple does very well is simplicity and ease of use. It’s making it more accessible to those people who maybe fear technology a little bit. And they’re able to adopt it and really embrace it, and that’s what Apple’s done very well.”
Mr. Jobs' limitless imagination, fighting spirit and dedication to technology helped shape the world we all interact in every day and will continue to influence and inspire people for years to come. We’re happy that one of our own big thinkers could be part of a conversation about such an iconic visionary.
