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Apple does so many uniquely subtle but powerful things with its software and hardware design. First up, emojis. (1/)
I firmly believe that Apple only adds new emojis for one reason -- driving higher adoption rates of its new ios versions. By pockmarking your texts with ⍰ marks, you are inundated with such extreme levels of FOMO that you must update your ios. Genius trojan horse. (2/)
Second: hardware design language that subtly but clearly signals "class". iPhone models risk being so fungible and indistinguishable from one another, but Apple nailed it with the notch and the one, two, three camera lens evolution. You know exactly what iphone someone has. (3/)
Another example of this was the simple color / material scheme for white/black plastic macbooks and the aluminum macbook pro. Unlike a thinkpad where you can only signal your status if someone checks your system info for your RAM/chip, macbooks give it away on first sight. (4/)
Third: severely curated product line up. Unlike say choosing between 17 different HP laptops with model numbers like SZ099182849, you generally just pick between a basic or pro option dictated by how much money you have. Cuts through consumer decision fatigue. (5/)
Fourth: breaking the rules of conventional tech marketing by not focusing on raw technical numbers (gb of RAM, ghz clock speed, etc.) but instead on easily understandable adjectives and descriptions (10x faster than prior model, "magic" trackpad, etc.) (6/)
Just a good ass company that makes good ass products. Nothing I'm saying is likely novel but they've really got a lot of this down to a science. (7/7)
