For those of you who watched the Keynote, you will no doubt have seen the “Thank You” video. I believe this is what makes Apple’s approach to the (mobile) computing space so very different from many of its peers. Where some of its competitors market arena robot death matches, Apple shows how its technology is helping to open the world to the blind, to the impoverished, or to those for whom even basic communication is a struggle. You get the impression that someone there gives a damn about the people using their products.
Humanizing technology is not the only marketing tactic. But it resonates, especially when it’s authentic and not a slogan.
Really good observation about one way Apple differentiates from its competitors that is rarely picked up on.