What Apple has learned from Blizzard
Imagine a company who releases a new product. This product isn't the first in its space — sure, it might combine some concepts from two or more existing products, but can you really consider combining Thing A and Thing B, both of which sell marginally well on their own, revolutionary? Well, no, probably not. But this company has taken some extra time to make their product sexy and fun. So not only does it do the jobs of both Thing A and Thing B, but it does so while providing the best visual experience by-far, when compared to any competitor in either Thing A or Thing B's markets. Oh, and it's fun to do.
So while this new product is not incredibly revolutionary in concept, in execution it is the clear winner, hands down, do not pass go, do not collect $200. Game over, man!
Then someone in the marketing department gets a brilliant idea. What if we could update our product so rapidly that there's no way anyone could ever get the full potential of their investment before an update is available. And those updates should be compelling — seeing anyone else with the update before you have it should immediately induce anxiety and jealousy.
The post title mentions both Apple, makers of the iPhone and iPad; and Blizzard, makers of World of Warcraft. But which company am I describing? That's the beauty… The answer is both.
Being both a reformed World of Warcraft addict and an iPhone owner, I've realized that there is an incredible parallel in their business models. Just like WoW gets a new expansion just as people are starting to get bored or starting to have achieved all that is achievable; Apple releases an update to their delicious hardware just in time to get you to lock up for another 2 years with a horrible service provider at an unreasonable price.
Don't think I'm bashing either of them, because I'm not. It's quite brilliant, and obviously it wouldn't work if the content wasn't compelling. So while it's true that there appears to be no end in sight for the expensive re-upgrade cycle thrown down by Apple, it is only made possible by the incredible advances they've made in the technology.
iPhone 4 is a sexy, sexy device. Its hardware has been improved in almost every way we (the community of owners) had hoped, and some we weren't expecting. Certainly, if you're willing to lay down another couple hundred dollars again this year, then it's worth the money. But for the rest of us — those who simply can't justify spending hundreds of dollars per year (even averaged over years with no upgrades) to have the new, better phone — you have to draw the line somewhere.
Continual upgrades is great for the seller, and great for the buyer from a technological standpoint; but if I am your target demographic (and maybe I'm not!) then I have some news for you: it's not a sustainable business model.
When I played World of Warcraft, I got to a point where I realized that there were just too many things that stressed me out (8+ hours of work/grinding to enable 2 hours of fun/raiding?) and that I would always be behind the curve. There would always be someone with more free time to get better equipment and more consumables (sorry if I'm getting too much into the game lingo). I realized that the stress and long hours of continually playing catch-up would never pay off. There was no way to win.
…A strange game. The only winning move is not to play.
-WarGames, 1983
… And so, I got off that treadmill. Occasionally, I look back on the game and remember the good times; and then I start to mull over the idea of playing again. Then something reminds me of all the grinding and long hours, and once again I'm happy to be free of that world. It was a tough line to cut, but once I did I was better off for it.
I have a feeling that leaving iOS, as I plan to do in September when my AT&T contract is up, will be a similar experience. I will miss the finely polished hardware and operating system; and to some extent, even the troubles that come with the device. There is a certain camaraderie to be found in complaining about poor service at the office, or about dropped calls during your commute.
But then I'll remember that I can just pick up my phone and make a phone call or send a text message without worrying whether or not it will fail, and I'll feel the extra hundred bucks in my pocket, and I'll be happy again.
Posted in Apple | Games | 6 Responses June 17 2010