An apple a day keeps the devotees away
Apple has an image problem. In fact Apple has always had an image problem. But now it appears to be an intractable problem.
Apple first burst onto the scene back in the late 70s with the launch of the Lisa, the first computer to have a GUI or graphical user interface.
For many years Apple continued to make groundbreaking machines that were regarded as the epitome of chic and cool and which had a slavish following, particularly among the design fraternity.
But gradually the earth moved from under Apple's feet. Market share started shrinking and users started opting for cheaper, more flexible Windows machines that now boasted their own versions of design and graphics software such as Quark Xpress and Adobe Photoshop.
Apple suffered some lean years, with falling sales, internecine warfare, and much media and customer criticism, although the majority of their disciples remained with them through thick and thin.
But by the the turn of the century Apple was again producing cutting edge products such as the iMacs and the iBooks and once again the brand was in vogue.
And it looked as if things could only get better when the company launched the iPod digital music player towards the end of 2001. The iPod was an immediate success. It wasn't the first MP3 player by any means but it was by far the sleekest, the most stylish and the most desirable - even if it wasn't the cheapest.
The iPod sold in huge numbers and became the must have product. Various new iPods have been released since, all shifting huge volumes and therein likes Apple's current dilemma.
One one hand Apple wants to be seen as the maker of expensive, powerful high-end computers for the more affluent, discerning customer, but at the same time say 'Apple' to the average consumer and they think of the iPod, and not necessarily favourably.
The iPod originally was the aspirational MP3 player but no longer. iPod has given Apple around 75% of the MP3 market compared to around 7% it has of the personal computer market and market leadership does not come without problems as Apple has discovered.
Reliability problems, poor battery life and a sheer proliferation of devices have seen the perception of iPods fall dramatically. There have been a number of anti-iPod website set up and online forums and discussion boards are full of comments from people saying how poor the iPod is.
At the same time competing devices from Sony and Creative have proved to be technically, if not aesthetically, superior products.
Like Burberry, iPods have become chav products and chavs don't buy Apple computers full stop.
If there is such a thing as a schizophrenic brand then Apple is them.
