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?
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.