U MAD 2?
Anti-Authoritarianism and Apple
Authoritarian Expecting or requiring people to obey rules or laws: not allowing personal freedom.
Apple has claimed it and its users think differently for decades. Last week however, they poured the same gruel for everyone into their massive trough when they secretly “gifted” Apple fans with the newest U2 album. In fact, many discovered the album was already downloaded to their iTunes libraries and devices, without their knowledge. Users are used to updates for existing apps they’ve authorized but without notice, many felt like someone was in their house they didn’t let in.
Users were so frustrated by Apple’s misguided $100 million dollar gesture that the company had to create a webpage that would remove the album from their playlists. Seriously: https://buy.itunes.apple.com/WebObjects/MZFinance.woa/wa/offerOptOut.
Many Apple users take great pride in their music list. They might be a DJ or just throw rad house parties but every song on their device is purposefully chosen and arranged for them and that’s what they’ve expected forever.
Apple should also take recent privacy concerns into account. When consumers think the NSA may already have unauthorized access to their devices, stirring the pot with similar behaviour is not a good idea. Apple’s most famous ad captured hearts by breaking free of big brother; they can’t mimic what they’ve villainized.
When you inspire artists they don’t want to be part corporate scheme, or told what to do and they will fight you for putting them in a box. If you feel like Bono is walking you across the street, watching you while you sleep or helping you in the bathroom it’s no longer thinking differently, it’s uncomfortable. Other brands must take head especially with new content marketing efforts. Be a welcome visitor who will be invited back, not a demanding intruder who will be pushed away.