Millenials | Stories | Timing

I had to pick up on your Apple Vision statement. I was looking for it the other day and I thought “where is it…don’t they have one?” Can you point me to the page where you found it. The reason is that I think they have this old vision from the early Mac days that they’ve let gather dust and cobwebs and haven’t bothered updating it — hoping people might…forget. It’s almost as if it doesn’t need saying — it’s obvious, right? That’s the power of the psychological phenomena that is Apple.
It certainly has been somewhat of a revelation on the GenY insights — excellent information.
I didn’t think about framing my response around the business market until I read your post…then it all made sense. You see, I think Jobs always felt cheated by Bill Gates out of “owning’ the business sector. Windows became the standard instead of MacOS. I think he always harbored resentment over that. Jobs had to wait until he had a new device for business, something different…but first he would sell it to consumers and iron out all the kinks. Now it’s ready for “prime time” aka the business user. There are “signs”:

• the creation focus in the ad (vs old consumption focus)


• the business uses featured in the ad


• "better, faster, slimmer" for the fifth time in a row ain’t all that inspiring to the loyal early adopter GenY’s (but it’s music to the ears of business)


• distancing from Amazon’s consumption message re Kindle HDX.

Regarding Facebook | Stories…I’ll say it again — that’s what they should’ve called the new app instead of “Paper”. Anyway, I agree. I looked at those stories when somebody posted it last week. Superb. The poet and twins really moved me.
I wonder sometimes if the industry is not over emphasizing stories. I mean, it takes a lot of skill to tell a story well. You can’t just throw some content into a pretty interface and call it a story…can you?? Doesn’t it  have to be carefully crafted? Think about the jokes that fall flat if the plot is all wrong. An old colleague of mine who was a great joke teller (jokes are stories, right?) used to say “you know what the secret to a good joke is don’t you?”. I said, “no, but you’re going to tell me”. He said… 



timing.