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The iPhone X Isn't The Reason Apple Will Shift Ahead Of The Competition

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No, it’s not the new retina displays, or the edge-to-edge screen. It’s not the materials used, described as the most durable ever and “microscopically sealed” for water and dust resistance. It’s not the increase in megapixels in the cameras, or that the speakers are louder. It’s not the OLED technology, which has been shown to provide deeper blacks and other display benefits. And, it’s not even the wireless charging, or the “Truedepth camera system,” an advanced facial recognition technology.

While these are certainly upgrades to the iconic series of Apple smartphones , and a very clear indication of some of the things that keep the brand at the top of its game , my belief is that it is not any of these technological features that will help Apple keep shifting ahead of its competition. Rather, it is the  experience that will keep differentiating the Apple brand in a meaningful way from others in the category and, more specifically, it is the retail experience.

As all smart brands know (and Apple is among the smartest), features are easily copied; features can quickly become obsolete. It is the experiential aspects of a brand that more likely help keep it ahead of its pack.

From my experience in the field of branding, that is why, of the several company executives at yesterday’s launch of the Apple iPhone 8, 8 Plus, and the iPhone X in Cupertino, California, it was Angela Ahrendts, Apple’s senior vice president of retail, who really got my attention. She spoke not just about the astounding bells and whistles within these sleek new devices, she spoke about the potential for the user’s personal experience with these sleek new devices within the Apple retail venues. While its engineers have been working diligently on whiz-bang advances in the brand’s lineup of communication tools, Apple’s retail crew has been working just as diligently on advancements in its physical locations as part of a rebranding of these spaces into larger town square like concepts. In the evolution of these spaces, the company has even been dropping the “Store” from its flagship branding. It is doing so to purposefully nurture a feeling of community at each location.

“The goal is to help foster human experiences that draw people out of their digital bubbles,” said Ahrendts, during her presentation. She outlined the company’s ongoing plans to transform retail into an experience where people can engage and collaborate, where they can leverage the technology to learn and share, to inspire, and to create “human connections.” She spoke passionately about Teachers Tuesdays during which teachers could connect and learn new skills through hands-on projects, and explore new ways to engage students using Apple products. She talked about the lectures for photographers, the “How To” sessions and the Photo Walks, as well as the classrooms for aspiring coders of all ages; the spaces where “everyone is welcome to come together to connect with one another, discover a new passion, or take their skills to the next level a fun and enlightening experience.”

I believe it is this transformation of Apple places into town squares in major cities around the world that will create the differentiating brand experiences other technology companies will never be able to match. While other companies will continue to play with screen sizes and retinal displays, over the long haul Apple will continue to change the playing field because it understands that it’s not about the latest toys and features, it’s about how people use these toys and features.

While the techies can debate whether Apple’s newest iPhones are worth the money, whether facial recognition is a genius move, my money is on the fact that Apple recognizes they’re in a commoditized and highly competitive market and that the experiences they create for their users is the reason they can command a premium price. They get the fact that when you customize a product it’s a feature, when you provide a unique experience with your product, it’s what separates your brand from the others. Ten years ago, when Apple introduced its first iPhone, it was revolutionary. It changed peoples’ perception of what a phone, a camera, a radio, an entertainment center could be.

The more technology advances, the more people will need places and experiences to help bring these advances to life. I believe that it is Apple’s focus on the shift from product to experience, from speed and feeds to learning and connecting, that is the real engine that will drive Apple’s future. If Apple retail spaces town squares become the place where thousands, make that millions, of people go to hang out and socialize every day, they will have shifted their brand so far ahead of other technology providers, that no amount of technological upgrades will close the gap. Apple continues to revolutionize the industry, not simply by changing perceptions about products, but about what customer experiences with these products could and should be.

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