The Answer is Presence<< Sell It Like It Is | Main | Surprise, Surprise >> Julio asks the wrong question about the press and Apple, or maybe he doesn't seek the right answer. He writes: "For some reason journalists seem to be obsessed with Apple, and they also seem to ignore the fact that their market share in the computer world consists of less than 5%." Some people command presence. They might not be the richest or smartest folks in the room, but they have sway. People notice them. Presence is a quality of character, something I contend Apple has that many other high-tech vendors do not. I don't see the news media ignoring Apple's market share compared to Windows PCs, just that their attention is elsewhere. Apple's presence--expressed through marketing, branding and vision--makes it seem more important. After all, influence isn't measured in percentage of PC market share. I think that many people see Apple as much (or more) cultural icon as business. The company's vision means something to many people--including members of the news media--and that emotional appeal is part of Apple's presence. What's that expression about being larger than life--or, with Apple, larger than PC market share? |
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