I often try and take a trip to our local shopping mall. I hate shopping malls, but they're bloody useful for getting a feel for real people, rather than the fake ones in segmentations.
As it happens, today, I had to go to the Apple store, in said shopping centre, to get a new phone.
The shop was jam-packed, which might put some perspective on the twitter twatter about Apple having had it's day.
Real people decide the fortune of brands, no one else.
And they certainly were not there to buy 'tools for creative minds' and didn't seem to think they were in some hallowed temple.
In fact, eavesdropping on some genius bar conversations and general sales pitter patter, it struck me how much people just wanted stuff they were used to.
That was the safe choice.
Apple is the practical choice for many because it's what so many know, in terms of pure experience.
In numerous opportunties to have a Nexus, Samsung or whatever, I've stuck with Iphones just because I can't be bothered to learn a new operating system.I don't think I'm alone.
Don't underestimate habit, it's far more powerful, and common, than love.
Oh, and one of the genius bar staff was an ex-digital freelancer. Now that's a dose of reality.
Either Genius Bar staff get paid more than I thought or his work dried up.
Since he was one of those digital gurus who seemed to incapable of explaining anything without incomprehensible jargon, I suspect it was the latter.
Nevertheless, plan for the worst and hope for the best agency folk, it only takes a couple of phonecalls to drastically change everything.
Especially if you're the type who relies on knowing more than your clients do.
You always get found out in the end.