Apple: The Tech Company That Doesn’t Sell Tech

A few days back, Apple released a coffee table book that contains hundreds of pictures of their design works over the last two decades. And true to typical Apple fashion, it’s priced at a ridiculously premium price. This book (or should I say ‘album’) costs a whopping $299. As soon as Apple announced this book, the internet erupted. As usual, rants were thrown, memes were made and mockery were running amok all over the internet.

Now, I have a love-hate relationship with Apple. I have ogled over new iThings at Apple stores, and I have denounced them for their lack of affordability and compatibility. But I realized that no matter what you feel about Apple, this brand evokes an emotion that no other tech brand can. Envy. In a way they don’t even sell technology, They sell desire!

For decades, Apple products have allured design enthusiasts, creative professionals and phone and PC users in general. You simply can’t ignore these products. The jaw dropping designs, the branding, the packaging and the ads seduce you in such a way that you can’t help get a “I must have this” feeling. And since most of us can’t have these, we simply feel envy.

The new book is probably the first non-tech product released by Apple. And boy does it look good! The sheer grandeur of the lack of words and the abundance of white is quite brilliant. And as soon as I saw it, I had that “must have this” feeling and along with it envy (towards the people who bought this and posted on the web).

It won’t be wrong to say that Apple is a company with a soul and its soul is the design studio. And probably that’s why this brand can evoke so much desire and envy.