Last weekend, I passed a line of shoppers outside an Apple store and who, by all indications, were patiently waiting to purchase the new iPhone 6. And I’m not a rocket scientist, but I could tell that they weren’t newbies.
It made me wonder, why someone who already owned a perfectly good iPhone would stand in line for, what basically amounted to another smartphone. I paused to look at more than a hundred people, seated and standing calmly in a most organized way, without a police officer in sight, it was extraordinary. And from what I overheard, not nary a complaint among them.
Every now and then a customer would exit the store carrying a bag, a box and smiling down at a new iPhone. It was then, that the line came to life! The onlookers would nod in appreciation and in mock-like fashion give an invisible fist pump; that encouraging gesture of an eager beaver coexisting with an over-achiever; as they both experience a moment of bliss.
I was compelled to watch, as they satisfied their need for immediate gratification; this wasn’t simply the result of a successful advertising campaign, or the end game of a marketing ploy. No, this was genuine, like eating dinner and being satisfied with the meal.
This was great branding, a well-made and well-defined product. Worthy of our attention; technology and cars seem to have that effect, product loyalty and product integrity. And while one doesn’t ensure the likelihood of the other’s existence, they can and do make people form lines; like this one, in which consumers wait to be one of the first to get their hands on the product. So they can play with it and love it. New technology is like that, shiny and inviting. But if you look under the hood, you’ll see it hasn’t got a heart to love any of us back.
As I walked away smiling, I knew that I’d be purchasing a new phone soon.