Miruna Codeanu

The ace up Apple’s sleeve

In Uncategorized on September 19, 2014 at 6:55 am

hero-gallery-reachTwo days ago Tim Cook, Apple’s CEO, made a statement which might have disclosed Apple’s new positioning. I’ve seen it interpreted as an attack to Google and Android based phones but it goes beyond that. Taking sides in the Apple vs Google war we forget to look at anything else but the fight.

Here is Cook’s statement: “A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product.

But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy. Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.” (via Business Insider).  It is somehow about the war but it goes beyond that. Every time I see someone outraged by free internet services who sell data on their users I roll my eyes and silently say “It’s just business baby.” So you’re using a free service. Why is it free, people providing that service should be making a living out of something? Where do they earn their money from? Who pays for the features you’re using? Advertisers baby. We do. I’ve always said: you’re not selling my date, we exchange things. I offer you my data and you will allow third parties to advertise using my profile as a consumer. However, complex data on consumers allows advertiser to create more relevant advertising and ditch the annoying, irrelevant information. Problem is the population is still used to the old media paradigm in which targeting was hard with little information on consumers, therefore, consumers still fear irrelevant advertising. With adequate information on our consumers, marketers will be able to offer relevant content to relevant groups. Until then, consumers still fear advertising.

Probably the only solution for not being a target of digital marketing is to buy a product in which you pay to keep your privacy safe. This is the ace up Apple’s sleeve. This is where Apple could make a difference. This is basically what Tim Cook was saying and promising. How about iAd? Will Apple be able to become the first company where you can buy your privacy? Are you willing to pay for your privacy? Many questions will remain unanswered, but Tim Cook’s statement is indicating the direction for Apple’s future and positioning. No, Apple does not innovated anymore, but it might be that the next big thing we’re gonna treasure is privacy. Could this be the next marketing strategy for Apple?

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