Page 162 - The Apple Experience
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When I walked into the Apple Store near the Paris Opera—one of the
                    most beautiful Apple Stores in the world—I asked a specialist named

                    Philippe about the new iPhone 4S that had recently been introduced.

                        “Philippe, why should I get one of these new phones instead of sticking

                    with the iPhone 4, which suits me just fine?” I asked.

                        “The iPhone 4S is our best phone yet,” he said. “It’s faster, has better

                    graphics, and takes better photographs and video.” Not once did he mention

                    the specs of the A5 chip, which makes it all possible, because Philippe knew
                    that speeds and feeds don’t matter to most consumers as much as what those

                    specs mean to their daily lives. I found it remarkable that 6,000 miles from

                    Apple headquarters in Cupertino, California, a Specialist in France could

                    communicate as clearly and effectively  as sales floor Specialists in Apple’s

                    Silicon Valley stores. Sell the benefit—every Apple employee gets the

                    message.

                        Few people care that the iPhone 4S has a dual-core A5 chip. Technically
                    speaking, the A5 chip “contains a rendition of a chip based upon the dual-

                    core ARM Cortex-A9 MPCore CPU with NEON SIMD accelerator and a

                    dual core PowerVR SGX543MP2 GPU.”  Does the previous explanation
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                    inspire you to run out and buy a new phone today? Of course not. It’s not

                    inspiring, because it’s not about you. It’s about the technology. Customers

                    would never see such an explanation in Apple’s marketing material nor would

                    they hear anything nearly as technical spoken by Apple Store employees.

                    Instead, they might hear something similar to Philippe’s conversation: Our

                    new A5 chip makes everything faster—browsing the web, going from app to
                    app, gaming, and doing just about everything.

                        When Apple sent an e-mail to millions of customers introducing its new

                    iPhone 4S, the first sentence of the e-mail said that the iPhone 4S was

                    Apple’s most amazing iPhone yet. Why? Because of Siri, among the other
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