Here’s something interesting. If I had Tweeted a few days ago that I recently bought a brand new Dell laptop, how many comments do you think that would have generated in Facebook? I’d say “zero.” And in fact, for anyone who cared to read the Tweet, they’d probably mutter to themselves, “Who gives a xxxx? Get a life, Diamond.”
Yet the other day, when I tweeted that I purchased a new MacBook Pro laptop and that it cost 350% more than my first used car, I got 14 comments in Facebook–all of them incredibly positive. Now THAT is brand affinity! Or you can call it ‘customer advocacy.’
Regardless, how does a company with single digit PC market share gain such a zealous fan base, while the lords of the PC market typically create enmity, thanks to Microsoft? Well, I’m about to find out. Admittedly I’m a late adopter. Former co-workers like Troy T. back at Inktomi were carrying around Macs seven-plus years ago.
But what drove me to spend $1,500 more than what I probably would have had to, if I had purchased a Windows laptop, was the following. And it’s not that Apple is cool, or that I want to look cool, or that I want to “think different.” So why why why?
1) I equate an hour of my time with a dollar value. Heck, my employer does, so why shouldn’t I? To that end, a few weeks ago I spent 12 hours trying to create a 30 second video with output from my Flip HD camera on my 2 1/2 year old work laptop. And I couldn’t do it. 12 hours. Wasted. I then thought, “If I had a Mac, I probably would have been able to do this in two hours max.” Now of course I could also do this with a current generation Windows laptop. But I’m the one who has to install the video editing software. I’m the one who has to learn how to use it, etc., etc. And no, Windows Movie Maker does not cut it. With a Mac, iMovie is included. I don’t have to deal with virus crap, as many re-boots, “Are you sure you want to INSTALL this software and RUN this software” prompts, etc.?
2) Did I mention that I equate an hour of my time with a dollar value? Well, I also equate an hour of someone ELSE’S time with a dollar value, and that’s the dollar I have to pay THEM to provide ME with value. At the time of purchase, Apple offers this nifty service package called “One to One.” For $99 you get a year of unlimited access to pre-recorded video training sessions. Or you can block an hour of one-on-one time with an Apple trainer each week at an Apple Store. Or you can block a longer period of time if you’re OK with working with other folks in a small group setting. So I’m going to modestly assume that I’ll avail myself of 20 one-on-one sessions in the next year. And oh, I will! I’ll conservatively estimate that it would cost me $80 to PAY for each of these training sessions. That would be $1,600. Subtract out my initial investment and I’ve just paid for the price difference between a Mac and a Windows laptop. Oh, and a year from now I’ll be a master of Final Cut Express, etc., etc. Not bad. BTW, the folks at the Apple Hillsdale store (San Mateo, California) are on notice. I haven’t received my Mac yet but I’m doing a ‘drive-by’ this weekend. A highly caffeinated drive-by. Yippee!
3) I’ve been told by many people that Apple’s latest OS requires much lower overhead than its Windows equivalent. Thus an equivalent Intel processor and 4 MB of RAM on a Mac screams compared to its Windows sibling. I’d like me some of that.
So there you go. Now, if you look at this post and conclude, “This guy is simply trying to rationalize spending a bucket load of money on a depreciating asset,” I won’t correct you. But I hope to have some fun along the way. And save a LOT of time.