Post Steve Jobs untimely death, Apple has had 3 major releases – the new iPad, new Mac Book Pro and the iPhone 5. Not to forget the iOS 6, but we shall not worry about the software now. While following closely every Apple product, it is not hard to see that the way Apple pitches its products, the kind of features it showcases has undergone an enormous change.
To put it in a single sentence, “Apple has started pitching its engineering aspects of its design“.
First, let us start with what Apple is doing. Soon we will go to the impact of such kind of pitching. And may be speculate, why Apple is doing this.
What is Apple pitching?
Like aforementioned, lately Apple has been pitching its engineering aspect of their products. Something Apple has not done in the past 6-7 years. They talk about how the Mac Book Pro you bought is made, or how the iPhone 5 is made. From talking about how beautiful it is and how elegant it is to use to it, the focus has shifted to how ‘awesome’ they are to manufacture the product with state-of-the-art systems.
The iPad 2, iPhone 4S was all about how it is the best in the market. How it is so easy to use and how it makes your life easier. While the new Mac Book Pro and the iPhone 5 is all about how precisely it is manufactured, how they have redesigned everything from scratch. Talking about anti-symmetrical blades for Mac Book Pro and 25 Megapixel camera to manufacture iPhone 5. Also to mention the ear pod released recently. This is so much of the latest changes in Apple’s marketing campaign.
The Impact
1) Now, you got a first hand view and perspective on how Apple manufactures its products. Something commendable truly. The complicated machines that work on extreme accuracy to manufacture the iPhone or the Mac Book Pro.
2) Apple has proved that they are pioneers in not just design but manufacturing too.
3) This is something, no other consumer electronic company has done before. To the best of my knowledge, Apple is the first to bring this on.
4) Some people feel, this is the way Apple cover up for its inadequacies to launch a leapfrog product, something every apple lover is used to. Every time, Apple launches a product, they fall nothing short of a leap frog product, redefining the boundaries.
Why is Apple doing it?
Before you proceed to this section, I must say that, following part is a mere speculation. However, these are the views I feel strongly about.
1) Simple reason to start with. – Apple is bragging about their high end manufacturing process. They claim to be the pioneers in not just design but also manufacturing. This is pretty much what marketing is about.
2) This one is a little tricky. Apple is trying to grow the feeling that, the Mac Book that you own, or the iPhone 5 that you ordered, is not a simple one. This was made to perfection. They tell you that, the iPhone 5 you will be holding in your hands, is not manufactured, it is crafted. Almost similar to stitching a custom suit or a leather boot. It is made with the best possible machines and highest possible accuracy, which will give a feeling of a king to you. It makes you feel special knowing that the device you are holding was made with such painstaking effort! A simple analogy would be, seeing the pizza you ordered being carefully prepared and made in front of your eyes and delivered. I am sure, if some one carefully makes the pizza for you, you would feel pretty darn special.
I am sure, everyone of you would have an unique perspective and idea about this topic. I certainly enjoy writing about open ended topics as this makes me realize the the vast variety in ideas that flows.
Feel free to post your comments.
Design around you 
Nice points, fairly obvious though. Apple is a master of marketing.
Also: leaving first comment on the HN thread you submitted yourself is a bit tacky.
And: your prose is pretty creaky. Among other things you use a lot of superfluous commas and try too hard to make your sentences sound fancy. Might wanna work on that.
Thanks a lot for your comments Mike. Will definitely work on that! 🙂