There are a lot of shortcomings of Apple's mobile phone, and they are often taken out to complain. However, there are still so many fruit fans who are infatuated with it, and most of the profits of global smart phones are still pocketed by others. This situation does not seem to have changed much with the sturm und drang of domestic mobile phones. The cow is still cow. That's exactly what I said: let the rain and wind blow away, and I will never move.
Some people are beginning to wonder why Apple's mobile phone is so awesome. Analysis is often not very convincing. In terms of configuration, function, appearance and even quality, many domestic mobile phones are not bad at all, or even worse. I know it well, but I'm still flocking to it. What's the problem? If you want to know the cow of apple, I think it's better to trace back to what apple used to do.
It's easy to understand that Apple started out as a personal computer. Twenty years ago, Apple began to rise in Chinese mainland. At that time, I was asked what the apple was. I believe most people were puzzled: Isn't the apple what they eat? Unexpectedly, Apple computers were popular in graphic design, and some graphic designers in frontier cities began to try Apple. Therefore, people's first impression is: Apple Computer = Professional Graphic Design Computer. If you can own an Apple computer, the design company will be tall immediately, and the success rate of taking orders will be greatly improved. At that time, a better PC was only tens of thousands, while an apple cost more than 3 thousand; Generally, PC is Windows(95) system, while Apple is MAC OS system. As a professional graphic design computer in people's mind, Apple has two remarkable characteristics: First, its MAC OS system is stable, simple (stupid), its interface is friendly and full of fashion sense, and it does not accumulate garbage, and useless files will not get stuck in the garbage bin after a long time, and more importantly, it will not be infected with viruses. These characteristics just cater to the needs of graphic designers. Because almost all graphic designers are right-brained people and are not good at logical thinking. Regular anti-virus, defragmentation and system reinstallation are easy for IT men, but deadly for designers. Second, the pictures displayed on its monitor are full of colors, which are very artistic and appealing. The same picture file, displayed on PC and Apple, is different from ordinary life photos of PK art blockbusters. This kind of effect is exactly what graphic design pursues, and it has hooked the soul of almost all designs at once. Of course, the appearance design of Apple computer has always been cool, which completely fits the aesthetic taste and life pursuit of graphic designers. The combination of the above two advantages brings people a real visual shock, just like people who are used to watching pirated CDs suddenly walk into a five-star cinema.
after making a computer, Apple's product line first extended to music playback devices, and then extended to mobile phones, which led to the series of iPhone4, 5, 6, 7, 8 .... There is no doubt that the iPhone has inherited all the good genes of the MAC computer. MAC conquered designers, and iPhone also conquered consumers, especially female compatriots (always the mainstream consumer group of Apple products). We should know that women and designers have many similarities in aesthetic tastes and consumption habits: no matter how the product functions, we must first look at whether it is beautiful or not and whether it is fashionable or not.
in Gforce, operators are catching up. One said, I want to increase the number of pixels to 2 million. Apple laughed: What's the use of increasing the number to 1 million? Do you know that the display effect of more than 8 million pixels on the small screen of a mobile phone can't be distinguished by human eyes? One said, I want to increase the running memory to 4G, and Apple laughed: My system doesn't accumulate garbage, 1G is enough, you like to add more; Another said, I want to use a 2K screen, and Apple smiled again: Do you know what kind of display effect is the most gorgeous, artistic and touching? (In the R&D and decision-making team, having a person who knows what is touching beauty like Steve Jobs may be more conducive to the overall development of the company than a hundred technical elites.)
It turns out that catching up and catching up are all in the wrong direction (Huawei is a little right to cooperate with Leica). It's not a pixel problem, a memory problem, a display screen problem, a battery life problem, an appearance problem or even a quality problem. What the hell is that problem? In fact, it is an inherent mode of thinking that limits people's cognition. Most people only pay attention to the technical attributes of mobile phones, but ignore its applicable attributes, artistic attributes and fashion attributes. A passage in the biography of Jobs is worth remembering by all pursuers: Jobs always consciously puts himself at the intersection of art and technology. In all his products, technology must be combined with perfect design, appearance, exquisite feel, humanization and even romance. He is a pioneer in the pursuit of friendly graphical user interface.
If you want to compete with Apple's mobile phone, never forget that Apple can make personal computers professional in graphic design. I am used to stacking functions, but many functions may not impress consumers, because many functions are dispensable to consumers. You know, every addition of a function means an increase in cost, and in addition, it is inherently unaffordable, and the profit is naturally not much higher. Apple's mobile phone focuses on the two core functions to the extreme, so that it can completely conquer consumers from the depths of the soul, and other functions can be passed, and the cost can be saved. Because I conquered you, no matter how high the price is, I am not afraid that you will not buy it. With high price and low cost, the profit margin is of course large.
Let's see how Jobs did it: During his career, Jobs understood the needs of consumers better than any business leader. He focused on a series of core products, and always paid close attention to-sometimes even paid too much attention to-marketing strategy, product image and packaging details. "When you open the box of iphone or ipad, we hope that the wonderful tactile experience can set the tone of the product for you in your mind," he said.
Further reading:
Jobs chose Reed College (a school with a hippie atmosphere). After a year, he dropped out. After dropping out, the school didn't kick him out, and he could go to those classes that looked interesting. One calligraphy class attracted him very much, because he noticed that the posters on campus were beautifully painted. "I learned about serif fonts, how to adjust the spacing between different letter combinations, and how to make a perfect layout. The beauty, historical significance and artistic subtlety contained in this are beyond the capture of science, which makes me intoxicated. " ..... That calligraphy course is of great significance. "If I had never taken that course in college, there would never have been so many glyphs and fonts with reasonable spacing in the Mac computer, nor would there have been these on other personal computers (in fact, Windows copied the Mac and adopted the glyph fonts of the Mac)."
There is a joke that is widely circulated in graphic design. It is said that Apple asked a professional design company to design a logo for its products. The creative team created behind closed doors, and after several brainstorming sessions, they still didn't find an ideal solution. Instead, they ate a lot of snacks in the meeting room. A cleaner came to pick up the garbage and saw that there was still an apple that no one had eaten. It was a pity to throw away the garbage, so he picked it up and took a bite. When I saw the bitten apple, someone exclaimed, isn't this the best idea? When I came to my senses, everyone agreed that this idea was wonderful. So Apple's product logo was magically born.