The sole reason for the T2 ...

[SDColorado]

When I was working in the software department for Volkswagen Group - one of the directors gave a presentation of future marketing strategy/vision, which was to mimic Apples i.e to market to peoples emotion, and get people emotionally attached to the product. They went on to talk about the advantages of such a strategy, including blind loyalty (not in those words, but it was obvious what he was getting at) among other things, such as people ignoring shortcomings or areas where the competition where doing better.

The key was to make buying their car an emotion-led process rather than a needs based purchase. Was rather interesting.

Harley Davidson has always done a great job of this. They have an almost cult-like following among owners. Ones like my neighbor who is always ranting about all the problems, issues and shortcomings of his bike, but always finishes his rants with "but I would never own any other brand of bike."

 

[Ma2k5]

That's not new however, companies have been trying to tug at our heartstrings for years - well before apple was around. Admittedly apple has been successful and has a legion of dedicated followers.

I don't think anyone has done it quite like Apple in the computer space. People will buy a Mac just because it is a Mac with little regards for it's spec or if they need one. I remember a bit of this with Alienware gaming laptops years ago too but that has died down.

@SDColorado mentioned a good example of Harley (my friend is a Bike fanatic) who enjoy similar success, there are also quite a lot in the clothing and jewellry space, but I doubt someone went and bought a Dell because it was a Dell.

Props to Apple anyway, they played it well.

 

[maflynn]

I don't think anyone has done it quite like Apple in the computer space.

No question, there's no denying that Apple has excelled at this, but its not a new phenomenon