Microsoft Office offers a wonderful word processing program, but for the most part my Macintosh-shaped heart (with a simplistic bite out of the right-hand side) bleeds minimalist white. I love Apple.
For the most part, I find corporate loyalty to be one of the most ridiculous things imaginable. The idea that one repeatedly chooses a particular vodka, toothpaste, household bleach or canned soup over another seems somewhat bizarre, considering the variation between various brands of these commodities is somewhat limited.
Sometimes I get the feeling one is not necessarily purchasing a particular company’s product because its quality is better than the competition’s, but rather because its advertising enables the product to appeal with the consumer on an emotional level.
In general, I would like to think I’m above such manipulation in my purchasing habits. I would like to think I’m a conscientious consumer who either goes for the thrifty choice when entering the grocery store, or makes larger purchase decisions based on investigation and common sense.
Then there’s Apple — my beloved Apple. If I’m in need of a particular product the beautiful St. Steve Jobs empire happens to sell, I don’t think. I buy. I am infatuated with a computer company that I’ve become convinced is concerned about the quality and enjoyment of my life.
MacBook, iPod, iPad, iPhone — they’re such beautiful products one can enjoy with absolute comfort in the knowledge operating these devices is as simple and natural as breathing, blinking or smiling on a sunny day.
As a person who refuses to taste the difference between Coke and Pepsi, how did I allow this company to mesmerize me so? Is it the look? Apple sells very contemporary-looking products after all.
A pure iPod classic is the perfect accessory to anyone’s walk through downtown anywhere. That clean and uncluttered MacBook is a comfortable addition to the dankest apartment or swankest mansion.
To be honest, I imagine the actual guts in these machines doesn’t play much part in my Apple loyalty. The PC could have twice the memory and processing abilities of a more expensive Apple toy, but I’d still choose Mac every time.
I think it all comes down to a certain optimism in products that look like they belong on the bridge of the Enterprise from Star Trek TNG. That Apple look, with its relative lack of buttons, gives a sense that anyone (age 1-100) can easily use an iPod Classic or one of its siblings.
There’s something to be said about products that promise future technologies will be simpler to understand, rather than more difficult.
But perhaps I’m not giving enough credence to the competition’s value (obviously). No doubt, Bill Gates has also contributed significantly to the betterment of Spaceship Earth’s technological frontier.
I quite like the relationship PC and Apple have created in the advertismentphere. The whole “I’m a Mac and I’m a PC” campaign, which both companies seem to be using to mutual advantage is so heartwarming and interesting.
There’s just so much I don’t understand about marketing, but according to my own consumer instinct, Apple and PC commercials promote an appreciation for both companies and the different products and services they offer. While I’ve clearly chosen the Mac camp, I do not devalue one’s choice to purchase a more affordable PC product and I am more than willing to enjoy some of its software.
As I type this column at work using Microsoft Word on a Mac Mini, I feel completely at peace with the technologies literally around me. It’s as if these giant international corporations have reached out and warmed my soul, making me better able to take on the world with love and optimism.
I suppose, given the right advertising and product value, I am as susceptible to corporate loyalty as any other modern consumer — as I trudge through life with an efficient Mac product tucked safely in my pocket and the Apple symbol branded happily on my heart.
Carter Haydu can be reached at 691-1265.
