Despite Apple's leadership team rapidly moving into their mid-50's, it is clear that they, and the company as a whole, understand what's next – Millennials. Look no further than the latest iOS software and iPhone X launch and the evidence cannot be any clearer. Apple is engaging the youth of society head on.
A few journalists in the mainstream media – whom I will not mention due to their click-bait tactics – are throwing a hissy fit about Apple giving popular YouTubers iPhone X's to review. "They aren't tech journalists!" they cry. While technically true, the good news is these YouTubers won't be testing whether the iPhone X has 2.56 minutes more or less battery life than an iPhone 8 Plus, or testing db levels from 20ft away, because you know what, most Millennials don't care. Most everyone else doesn't either. These new, young, video sensations want to see how the latest 3D Animoji's work. They want to know if Face ID works as well as promised, and they want to know understand how having an iPhone 8 Plus display size in an envelope closer to the iPhone 8 feels in their everyday lives.
Journalists were first threatened by the internet, so they quickly shifted from print to digital ink. Whew! Jobs saved. But today just about any non-journalist can curry a decent to massive size following about any topic they care about. Sometimes these YouTubers have no topics at all, yet kids just like following for the sake of following. Clicks are moving away from tech journalism an into the hands of these young average life people. Apple understands this and is broadening their definition of "journalist", or at least broadening who can review their products moving forward.
Apple isn't just tugging at Millennials for their mind share with iPhone X YouTuber reviews, it goes well beyond this. Animoji's are of huge interest for the younger generation, along with Apple's overall AR objectives. SnapChat is capitalizing quickly with real-time 3D facial masks, and the youth are all over it. Apple's HomePod, due to arrive by the end of he year, is focused on what Millennials care about – music. HomePod is all about Apple Music and sound quality, which is a massive deal to Millennials. Apple Watch 3 is highly tied into the idea that it can stream 40 million songs to your wrist via Apple Music, and works amazingly well when coupled with AirPods. Again, targeted at a very young generation
Apple's marketing crew is also highly focused on delivering advertising that feature 20-year-olds or younger, which doesn't happen by chance. It has been said that the future lies within the youth. So far that saying's track record is 100%. While some companies struggle to work their way out of Buick and Oldsmobile mode, Apple knows to always stay focused on the youth. As Steve Jobs liked to quote Wayne Gretzky, "I don't skate to where the puck is, I skate to where it is going to be." Apple clearly understands the product side of this to perfection, but they also understand how to reach that next generation of users, whether it be through traditional tech journalists or not.
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