The iPhone X: Apple’s Ideology of American Techno-Exceptionalism
Five Alive

Great marketing is the strength of the American ethos. When I was at an American Business School it became clear that strategy often was mainly about presentation, promotion and myth making. The hard and non-glamorous work of execution and making was often viewed as something to outsource. Apple is the biggest and most successful proponent of this. Just like in the 1980’s Apple started by dominating user-friendly computers (Apple II and Macintosh) but by keeping prices high and its ecosystem closed it retreated to a highly profitable but niche, high priced, segment with less than 20% of the market. The same is happening with phones. Not better but better marketed and mythologised with a price premium that function and functionality cannot justify

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