Story Of The Year: Apple Pwns U

I know, I know... I'm tired of hearing about it too. But no matter how hard anyone tries, you can't avoid the inevitability that 2007 was the year of the Mac. Apple simply took over this year! With the launch of the iPhone and the new iPod line, the release of Leopard, and a slick and catchy ad campaign (the Mac vs. PC ads, not the tired iPhone ads), Apple saw their stocks rise 135% over the course of the year to around $200 as of the time of this writing! That's a nice jump, and one I'm sure stock owners are very happy about.

What it comes down to, I think, for Apple is that they really got "it." In the business world, there is always the elusive "it" that everyone is chasing but hardly anyone can find. The problem is that "it" changes all the time, at the whim of the winds seemingly. This year, however, Apple found "it" and took full advantage of "it."

Any Mac fan can tell you the things that Apple is doing now aren't new. They've been doing them for years. All of Apple's products feature a sleek and space-friendly design, which catches your eye even if you aren't a tech enthusiast. I haven't seen an Apple product within that past few years and thought "Damn, that thing's ugly!" On top of the design, Apple's software has become more and more accessible and integration with Windows via emulation or Boot Camp has eased the transition for many new Mac-heads that may have been previously anxious about the jump. We also can't underestimate the lure of the top-notch non-comp gear Apple makes, which more than anything else they do creates the gateway that pulls in more PC buyers. The power and innovation of the iPhone and the market dominance of the iPod line is indisputable, and in my opinion, is the key to Apple's growing share of the desktop and laptop computer market.

One key though that can't be left by the wayside is the Apple Store Experience. Apple has truly redesigned the retail experience with their outlets. Every few years you hear about a new retail concept, and usually a few months later that new retail concept is accompanied by a "why this plan was doomed to fail" article in the business section of the paper, but that hasn't been the case for Apple. Their retail chain has been designed from the ground up as a new approach to the sales floor. The lights and the interactivity combine for an excellent tactile retail approach; the staff and the arrogantly named Genius Bar (Rightly named or not, it's still arrogant) greet you with a sense that they know the products they are selling; the in-store learning sessions that further help the transition to the Mac world; the opportunity to be rung-up via a handheld machine instead of waiting in line; all of these add up to a superb retail experience that, more-so than any other retailer today, eases customer apprehension and wallets.

The final piece of the puzzle is the community. Apple has found a way to build an incredibly strong and loyal community around it's products. It's as if simply owning a Mac opens doors into a secret society of fellow like-minded individuals. When my boyfriend, who is a big Mac fan, sees someone out with a MacBook, it's as if there is an instant bond between them, even if they've never met. We've all heard of, and seen, the dreaded Mac fanboys, but they are a small minority of the greater, happier Mac community, which also helps to foster the easy transition to the Mac OS X world. It's truly unlike any other tech community around today, rivaled only by the Linux world.

I know, this article may come as a shock to some. I'm a Windows fan to be sure, and recently chided Apple for their handling of a lawsuit (my opinion hasn't changed on that issue), but I feel that you have to give credit where it's due. No one else showed the kind of brand, product, marketing and retail innovation that Apple has in 2007. So, in the tradition of giving credit where it's due, hats off to you Apple!