YouSun Baek_20500297

What is so special with that APPLE?

During the last winter vacation, I went to Silicon Valley for a short-term internship program taken place in Northwestern Polytechnic University located in Fremont, CA. Fortunately, we got a chance to go to Sanfrancisco for Macworld Conference, which was mostly about Apple's new laptop, MacBook Air. People were just amazed by the size and the weight of the laptop. (You may see the picture on the left side.)

Yes, I found it cool, too, but not as surprised as other people there. I was like 'Hey, my laptop, the one of SONY, is as light as MacAir! Why are you guys so crazy about Apple?'

At that moment, one thing popped up in my head. Wherever I visited while staying in CA, I saw most university students either using or carrying laptops produced by Apple. No matter how heavy is, and no matter how big it is, they seemed so familiar with this special brand, Apple. I wondered, 'Why Apple?'

In this content, as I am sitting here looking for some article related to marketing, the very first thing that drew my attention was the articles and reviews about MacBook Air.
Don't you want to know what makes Apple special with this thin, shiny laptop?

You probably already know about MacBook series. MacBook Air is the new laptop from Apple, as you see. It is an incredibly 'slim package', as the article explains, with a 13.1-in. display, a full-size keyboard, and decent processing power. It is simple, yet enough. And YES, IT IS THIN! This is one of the aspects that makes MacBook different from other laptops. The name, MacBook 'AIR' appeals to customers, it is a well-chosen name that draws people's attention and interests. Naming the product can be the very significant step of marketing process, because that creates the first image of the certain product. The starting price of this product is $1,799, which is a little bit expensive for users I think. My laptop from SONY, costs almost $1,500 and it has CD/DVD driver, while MacBook Air doesn't. (In Korea, it is 1,589,000 won.)

There ARE negative opinions of MacBook Air. As I just mentioned above, it doesn't have CD/DVD driver, which means that you should buy it separately. The battery lasts for 5 hours on a charge, but people really want more because MacBook Air is mostly about 'portability.'
However, with all limitations of MacBook Air, people still prefer Apple. Why?
"Apple gives you the special VALUE!"

Having portable laptop, (produced by Apple!) makes you feel like you are advanced.
Carrying that newest produced laptop (with COOL design and the thickness), you feel like you have something very special that others can hardly get!
As long as it gives you the 'meaning', it becomes precious.
That's what good marketing is about. Doesn't this make sense to you?


- You can get more information about MacBook Air with the original artivle on; http://www.businessweek.com/magazine/content/08_06/b4070000916517.htm?chan=search
"MacBook Air: A Little Too Pretty?" by Stephen H. Willstrom