Response to Alpana's Blog "I Salute You, iPhone"

I want to use this entry to comment on Alpana Prabhudesai's blog about the iPhone, posted on March 30th. Alpana and I are good friends, and we share a close love for our iPhones. I inspired her to buy a metallic silver case to match my metallic gold case, and her cool backgrounds downloaded from the free background application always get me searching for a new one for myself. I think that’s one thing that customers truly love about the iPhone; we are a club and we have our own language, and I believe that the high-tech consumer is drawn to this kind of exclusivity.

Alpana broke her blog post down into four categories, so I will break my response into four categories as well.

Everything You Need in One Place
Alpana brings up the benefit to iPhone owners of being able to use the Internet 24/7. I fully agree that it is of great value to the consumer to be able to easily manage their schedules, check accounts, get directions, and look things up just as they would on a computer, except from the palm of their hand. However, by having this device that has so many features and so many options, the paradox of choice can very easily come into play. In my own iPhone experience, I was thrilled when a software update allowed me to download games and useful programs through the iTunes application store. As the feature caught on, the number of applications to choose from became overwhelming. I quickly found myself intimidated by the idea of scrolling through lists that felt almost endless, and basically stopped downloading applications all together. My tactic now is to just wait and hear from someone else in the “club” what applications are worth it to download.

Don’t get me wrong; I love that my iPhone does everything and more. But at the same time, this causes me more strife as a consumer than a run-of-the-mill cell phone would. This one device holds so many things that are important to me, and I use it so frequently, that I can’t describe how nervous I am about losing it. I can easily backup my data onto a new phone, but I don’t want someone to get a hold of my personal information. Also, now that I have access to all of these features, I can’t imagine ever having a different phone, and I know a number of iPhone users who hold a similar sentiment. This is great for Apple, but potentially bad for me, particularly from a financial standpoint.

Fun, But Completely Unnecessary Gadgets
I completely agree with Alpana that there is an application out there for everyone. iPhone users can be rest assured that their personal tastes will be accommodated, even if their favorite pastime is popping virtual bubble wrap. However, the number of applications brings me back to the idea I voiced before about the paradox of choice. New applications are developed everyday, and it is growing more and more difficult to locate the perfect applications that make your iPhone uniquely your own.

In Your Face, Interface
I agree that the iPhone interface really is a beautiful thing, but I wanted to expand on a few more things. Although the device is so high-tech which some might think goes hand in hand with complexity, Apple has managed to make the device user-friendly and relatively simply to use, and simplicity is something that I feel consumers strive for in a complicated marketplace filled with choices. The simplicity of the phone is made even more evident by the minimal instructions included with the phone. Most people can dive right in and figure it all out, but for those who need more help, there are interactive videos on the Apple website, or in-store tutorials with Apple employees. Interacting with people, even if is through a video, is much preferred over sitting at home with an instruction manual, and thus, enhances the customer experience.

With Love, From Apple
Apple has done an excellent job creating a unique and consistent customer experience. As I stated above, I agree that the sense of community is strong between apple users, and that it plays a major role in why people love being Mac users. I recently switched to a MacBook when my Sony Vaio crashed a few weeks ago. I am the first to admit that I wanted to switch to Mac because I wanted to join the club. With the attention and suggestions from employees in the Apple store and the interactive displays that allowed me to explore product features, I felt like a member of the club almost instantly.

In addition, Apple has mastered the checkout process. I think it would be hard to find a person who does not place service at or near the top of their list of necessities when purchasing an expensive product. Consumers are already under stress thinking about the amount of money they are about to shell out, and poor service will only enhance that stress and subsequently lead to a negative customer experience. I was in and out of the Apple store in 15 minutes, product in hand, and never once did I have to wait in a line. This is an experience I can truly say I have never had in any other store.

For the most part, it really feels like Apple has done everything right.