The recent Macbook laptop product refresh made it clear that Apple is still miles ahead of other manufacturers when it comes to the whole process of launching successful products. We've gathered a few of our thoughts into a list of what other manufacturers - laptops or otherwise - should be copying from Apple in order to be as successful as the firm founded by the two Steve.
(a) Use Proper Names for your products, not elaborate PhD busting nomenclature
You can feel that Apple's devote quite a lot of money to its marketing department when they come up with names like iPhone, iPod, Macbook, iLife, iTunes. Names that are statements in themselves. Apple keeps the name of its products as simple as possible in order not to confuse its audience. So compare that with a competitor like say Acer, whose tongue twisting, Ferrari FR1100-704G25MN will certainly NOT stick around long in our heads. Apple has no version 1, 1.1 or 1.1a. Simple, straight-forward names. And it helps. Most e-tailers now a dedicated iPod virtual shelf and the name itself is almost synonymous with portable music players.
(b) Have regular product cycles
Apple has regular cycles for its product ranges which mean that you can expect something to happen (and build up momentum) at some particular dates. You can expects things to happen in September/October or January/February windows for the iPod, June or July for the iPhone. Apple tends to release minor products or product updates all year round, except in November and December.
(c) Have less products/product ranges
One of the irremediable consequences of having regular product cycles and proper names is that you end up having less products, with a desirable silver lining - the research and development teams have more time to focus on making products actually better. The world of computer peripherals - especially motherboards and video cards - knows a thing or two about having ultra fast product cycles coupled with huge product ranges which end up complicating the lives of the end users - ultimately.
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