“iPhone 5C is beautifully, unapologetically plastic. Multiple parts have been reduced to a single polycarbonate component whose service is continuous and seamless.” – Jony Ivey, Apple
I’ve been obsessing over that quote since it entered into mainstream discussions amongst marketers, PR practitioners and consumers alike. Weeks later, during the debates between analysts as to whether the 5C is a failure (It’s far from being a flop.), a sliver of insight seems to have been lost on everyone: Apple’s ushering in what I’m deeming “The Age of Unapologism”.
Since Jony Ivey’s famous on-camera proclamation that plastic is sexy, there’s been a subtle paradigm shift in how brands are beginning to approach the positioning of their products to the public. After years of agency strategists encouraging brands to “co-create products with your greatest advocates” it seems as though brands are taking their power back without remorse. In a sense, I’ve relieved.
Like Social Media, This is Nothing New
Apple’s decision to take a stand with the 5C harkens back to marketing in the 90’s where brands would offer a market-led, superior value position to their customers. It’s hard to believe but one of the prime pillars of brand-to-consumer communication 20 years ago centered around quality, and with good reason. Quality is a “…concept laden with emotion, relating strongly to personal feelings of success, failure, self-esteem and meeting others expectations.”
When focusing on improving quality, such as in Ivey’s description of the 5C, it stimulates powerful positive feelings when it is associated with change, innovation, new possibilities, opportunity and break-through.
Admittedly, not every brand is Apple. But brands that have shied away in recent years from the very attributes they’ve built their reputations on, are hitting the reset button and embracing what they’re known best for.
Social Media forced brands to find their conscience. Unapologism will force brands to find their hearts.