What would you say the new iPhone’s greatest feature or features will be? Will it be the hardware? The operating system? A new service like maps or passbook? Nope. It won’t be any of those things. The truth is, the new iPhone’s greatest feature already exists right now, today, before the iPhone has even been announced.
The greatest thing about the new iPhone will be the very same thing that Apple’s customers love about their current iphones – every added feature will work seamlessly with the whole. The iPhone is not about its parts, it’s about making the whole greater than the sum of its parts.
Analysts, journalists, and industry observers always seem bewildered by this.
They’ll look at the new iPhone and say: “It’s the same old design” or “It doesn’t have as many features as my phone does” or “Its operating system is looking old and dated” or “It doesn’t allow me the freedom to run any content or any app I want”. Then they will be dumbfounded that a phone that they’ve deemed wanting will have such stellar sales. “That can’t be right,” they’ll say. “That phone is inferior to mine. It’s not rational. iPhone customers must not be rational. iPhone customers must be stupid.”
Here’s the resolution to the seeming paradox that haunt’s the iPhone’s critics: Apple doesn’t WANT the phone with the best features – they want the phone with the features that work best together. It’s not about the quantity of features, it’s about the quality of the experience.
Pundits may not get this, but iPhone users sure do. They consistently give the iPhone satisfaction ratings so high that they are in nose bleed territory.
With the iPhone, it’s not about how the features work, it’s about how the features work together; it’s not about any one thing, it’s about the whole thing; it’s not about the phone, it’s about the Apple ecosystem. The critics may not see it that way, but the potential buyers sure do. The secret to understanding the iPhone is to understand that people aren’t buying a phone they’re buying Apple. And that makes all the difference.