There’s a moment in one of those films about the early days of Apple where Steve Wozniak comes up to Steve Jobs and says that he has built a new computer with umpteen holes in the back so that you can plug in just about every device that was then available. It would have made those early Apple devices the dream machine for most people. However, Steve Jobs, without any thought about the feelings of his company’s co-founder, says ‘no’. And so started the locked in, world of its own, Apple empire.
Let’s be clear, I’ve used Apple devices since the days of the Apple IIGS, through those wonderful luggable Macs, right up until a few years ago. Apple was first with a commercially-viable WIMPS (Windows, Icons, Menus, and Pointers) interface, and they created the look and feel of a modern phone. I also love the idea of a magnetic connector, so that if you trip over the wire, it simply disconnects and doesn’t pull your laptop onto the floor.
But if Apple are so good, what percentage of the worldwide PC marketplace does it have? According to IDC data in April, Apple has 7.2 percent of the worldwide PC market. According to Statista, it has 14.2% of the US PC marketplace. What about Apple phones? Firstly, I’m told, you’re not allowed to hold them like a normal phone, you have to hold them sideways, just in case not everyone in the world realizes that you’re using an Apple device. Statcounter tells us that worldwide, Apple phones have 31.5% market share, with Android phones having 67.56%. (The tiny percentage left must be people using two tin cans and a piece of string!) However, if we look at the US marketplace, 62.13% of phones sold are from Apple, with Android having just 37.47%. A huge discontinuity between the USA and the rest of the world.
Medium published an interesting story about the psychology tricks (cognitive biases) Apple use to keep punters hooked on its products. Here are the tricks listed in the article:
Using gamification to improve user engagement – this is the process of turning something dull and mundane into a game – you might do it with your three-year-old to tidy up their toys. For example, the Apple Card in your digital wallet changes colour as you spend more money. This encourages people to spend more. Apple Arcade offers games that aren’t available on any other platform, which creates a sense of exclusivity (or social isolation!). Apple rings on the Apple watch motivates people to be healthier and offers rewards as people hit milestones.
Integrating behavioural economics with product design – an example is bringing out new products with updates (often minimal). This appears to make older models obsolete. The sunk cost fallacy is where a person has spent time and money not only buying a product, but also learning how to use it. So, changing to a different product doesn’t seem worth the effort. So, once an Apple user, always an Apple user. Habits or defaults use less brain power and seem easier at the time. So, if you chose Apple last time, you’re very likely to choose an Apple product for your next purchase.
The psychology of notifications – alerts help us feel that we’re keeping up to date with what’s going on. A red number next to your email icon makes it seem urgent that you check your emails. Allowing users to tailor their notifications gives them the illusion of control.
The mere exposure effect – as anyone finding themselves humming the tune of an advert knows, familiarity makes us choose a product (or tune). So, product placement means that only the good guys in films and TV wear or use Apple products. And we’re the good guys in our life story, aren’t we?
Dopamine-driven feedback loops – this neurotransmitter motivates and rewards us. When you check your email (or anything else) and find a new email, you get a small dopamine reward. So, you repeat the activity to get another reward.
Peak-end rule – mums looking after toddlers don’t remember every dirty nappy or the floods of tears, they remember the best bits – that quite cuddle reading a book together – and the end – the child finally fast asleep. Apparently, Apple product launches have high-intensity peak moments, when a new product or feature gets announced.
Paradox of choice – it’s very hard for people to choose what jam they want if there are more than six choices available. There are too many variables to weigh up. So, Apple restricts the number of product choices it makes available.
Reduction of cognitive dissonance – if you hold contradictory views about something, you are meant to feel cognitive dissonance, which is unpleasant. So, Apple turns off comments on all its social media platforms. There’s nothing negative for customers and potential customers to see. So, there are no potentially conflicting views.
Is Apple deliberately using psychological techniques to suck in people and keep them as customers? Are all big organizations doing the same only not so well? You decide. But on the plus side, Apple has pushed forward computing on PCs, tablets, and phones. On the downside, they may well be exploiting their customers in ways that Microsoft, Google, and PC and phone manufacturers can only dream of!
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