Why People Buy Apple Products

As I sit in a shopping mall, thwarted once again by an early line at the Apple store, I am reflecting on what it is that makes people compelled to buy Apple products, particularly the uber-hot iPad 2.

People who routinely line up to buy whatever latest device or iteration of an existing device are scoffed at among certain tech circles.  The scoffers will point out that for the same money, or often (considerably) less, the same or greater technical specifications can be purchased in another brand.  They call Apple buyers "fanbois" or compare them to cult members, willingly lining up to trade their cash for what is described as a technically par machine for too much cost, drinking the "kool aid" as it were.

Thus, as I sit here, with money in my pocket I would have gladly given to Apple in exchange for something I wanted from their store, I ask myself the same question: why?

The fastest way to answer it is by asking a question in return.  Why do people continue to buy Mercedes cars?  After all, a car is something to accomplish a given task, just like a computer is intended.  If you want to accomplish the same task faster or more efficiently, surely technical aspects are where the comparison lies.

The Mercedes line up doesn't boast the highest horsepower vehicles.  Nor does it have cars which are faster than all others.  They don't make the biggest capacity vehicles either.  Their vehicles are not the market leaders in fuel efficiency.  Their engines often use the same kinds of parts as most all other carmakers.  An oil filter from Wal-Mart will likely fit a Mercedes equally well as a Toyota Corolla, depending on year and model.  So why do people regularly pay a premium price for the Mercedes vehicle when they could have the same or greater technical specifications for far less money?

The answer to that is simple: quality, feel, aesthetic.  The people who routinely buy a Mercedes car do so because the premium price they pay is worth it to them to do the same thing as someone buying a Kia: go from Point A to Point B.  They enjoy the quality of that trip, the amenities and "little touches" which make the vehicle "feel" better to own and operate.  They like the way the vehicle looks when compared to, say, a Chevrolet or Ford.  The workmanship of the vehicle, even despite using some of the same parts as other carmakers, and often having some of the same mechanical issues as others, is judged a better quality as well.  They don't need the fastest or the biggest or any other technical superlative.  They bought a car for a premium price compared to some of the competition on the market.

Apple users prefer the devices Apple makes not because they exceed all competitors on technical specifications, making the premium price worthwhile.  They buy them because using them is a joy and comfort.  They go the same distance from Point A to Point B, but ask any road seasoned traveler (like me) and they will attest that often the best part of a journey is how you travel the road.