If Apple Goes Mass--Will They Be Known for "Masstige"?

Posted by: Reena Jana on June 10, 2008

So everyone’s been talking, blogging, reading about the new 3G iPhone. And its new low price (not to mention, of course, its improved performance). Clearly, Apple’s hoping to go more mass-market. Which of course is not a bad thing for the company’s business. But what about the brand?

What happens if Apple starts becoming even more popular, and its iPhones and iMacs do start popping up at more corporations? Will the brand lose its sheen, and be seen more as a maker of utilitarian — albeit beautiful and easy-to-use — machines?

Perhaps it’s possible for Apple to have a so-called “masstige” identity. Or will the design-conscious and the hip turn away from the brand, looking for something new?

Or will Apple simply continue to challenge itself and its designers and engineers — and marketing staff — to keep its prestige and its products as freshly imaginative and crisply designed as ever, possibly with more “premium” products for both the design professionals and the chic alike?

Reader Comments

Pete Mortensen

June 10, 2008 1:41 PM

People who have adored Apple for year are never going to turn on the company, and for one very simple reason: Apple's secret isn't well-designed hardware, it's making the best software on earth for decent hardware.

Anyone who has ever become a regular user of an iPhone will never be satisfied with a less-capable interface or mobile OS. Anyone who loves Mac OS X shudders at the idea of switching to Vista.

Provided that Apple continues to do what it does best, you're never going to see the tastemakers switch to Linux or Windows, regardless of how widespread Apple becomes.

Tyler

June 10, 2008 3:55 PM

It's "new low price" comes with an even bigger price tag from AT&T. Many people seem to be overlooking this.

Nuance

June 10, 2008 4:00 PM

If the pen is mightier than the sword, just wait until you see what your voice can do www.nuance.com/mobilesuite

2004carlt

June 10, 2008 5:27 PM

"tastemakers", lol. I'd rather windows any day to Mac's weird interface.

jesper

June 10, 2008 10:37 PM

MAC [Apple] is so good at promoting, and every one just falls on their tail.
But Apple/MAC needs to do better.
Yes the phone is great looking, but what’s new, faster internet ?, is the camera much better ? why is there no video call? Actually the "new thing" is still OLD. Can I change my battery ? No the iPhone is the same old phone, with a faster internet, still stone-age technology, in this business.
No Apple, has done [it] again. People like myself got the first one, and was happy with the internet and mail, but in a business you need copy / Paste, but this are you still not getting. Apple's discussion forum is no good, all you will hear is ” the iPhone does not do this or that” so get the new iPhone 3G and get ready to get disappointed

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What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.

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