Skip to main content

Treat 'em mean, keep 'em keen

I have never subscribed to the adage 'treat them mean, keep them keen.' The suggestion that this is a good way to deal with a member of the opposite sex, presumably because they will take you for granted otherwise, has always seemed to me to be fine if you are effortlessly attractive, but not necessarily helpful for ordinary mortals. I am fascinated to discover, though, that this approach extends beyond humans, and indeed living creatures, to companies.

The example that has brought it to mind is Apple. There is no doubt that Apple is a marmite company - one that you either love or hate. If you hate them they are the kings of style over substance, peddling overpriced technology that doesn't do anything more than the cheaper stuff, but that has a strange hold over the media, and that is particularly good at product placement (just take a look at an episode of Neighbours and you'd be convinced there is no other make of computer). If you love them, they are the ultimate innovators, the champion of the individual over the corporate machine (that was so much easier when the enemy was IBM), the people who realize that technology should be beautiful and functional.

It has been quite entertaining watching Apple, with their recent success, go from being the underdogs to the hated corporate on the opposite side to the plucky Android (from that tiny startup, Google).

I have to be honest - I love Apple products. But something I've found out recently doesn't help my image of the company - because they are the ones I was thinking of when I opened with 'treat them mean, keep them keen.' (Yes, I hadn't forgotten that bit.) According to someone in the know, a source I can't reveal in case they send round the heavies, Apple takes exactly this approach to its resellers. Apparently if you go into a shop that sells Apple products and buy a replacement power supply for you Macbook, the shop will make exactly £0 on it. They have no markup at all. Even more bizarrely, buy a Macbook battery and in theory the shop will make a loss, because the wholesale price is actually higher than the retail. (I say 'in theory', because I presume the shop doesn't source from Apple wholesale, but perhaps they are made to.)

It seems that Apple's attitude is exactly that of the highly attractive lover. They know that their resellers adore them, so they treat them mean to keep them keen. And that's fine in the good times. But Apple ought to be careful. There's nothing worse than a spurned lover. Maybe it's time to go back to your roots a little, Apple. Remember this:

Comments

Popular posts from this blog

Why I hate opera

If I'm honest, the title of this post is an exaggeration to make a point. I don't really hate opera. There are a couple of operas - notably Monteverdi's Incoranazione di Poppea and Purcell's Dido & Aeneas - that I quite like. But what I do find truly sickening is the reverence with which opera is treated, as if it were some particularly great art form. Nowhere was this more obvious than in ITV's 2010 gut-wrenchingly awful series Pop Star to Opera Star , where the likes of Alan Tichmarsh treated the real opera singers as if they were fragile pieces on Antiques Roadshow, and the music as if it were a gift of the gods. In my opinion - and I know not everyone agrees - opera is: Mediocre music Melodramatic plots Amateurishly hammy acting A forced and unpleasant singing style Ridiculously over-supported by public funds I won't even bother to go into any detail on the plots and the acting - this is just self-evident. But the other aspects need some exp

Is 5x3 the same as 3x5?

The Internet has gone mildly bonkers over a child in America who was marked down in a test because when asked to work out 5x3 by repeated addition he/she used 5+5+5 instead of 3+3+3+3+3. Those who support the teacher say that 5x3 means 'five lots of 3' where the complainants say that 'times' is commutative (reversible) so the distinction is meaningless as 5x3 and 3x5 are indistinguishable. It's certainly true that not all mathematical operations are commutative. I think we are all comfortable that 5-3 is not the same as 3-5.  However. This not true of multiplication (of numbers). And so if there is to be any distinction, it has to be in the use of English to interpret the 'x' sign. Unfortunately, even here there is no logical way of coming up with a definitive answer. I suspect most primary school teachers would expands 'times' as 'lots of' as mentioned above. So we get 5 x 3 as '5 lots of 3'. Unfortunately that only wor

Why backgammon is a better game than chess

I freely admit that chess, for those who enjoy it, is a wonderful game, but I honestly believe that as a game , backgammon is better (and this isn't just because I'm a lot better at playing backgammon than chess). Having relatively recently written a book on game theory, I have given quite a lot of thought to the nature of games, and from that I'd say that chess has two significant weaknesses compared with backgammon. One is the lack of randomness. Because backgammon includes the roll of the dice, it introduces a random factor into the play. Of course, a game that is totally random provides very little enjoyment. Tossing a coin isn't at all entertaining. But the clever thing about backgammon is that the randomness is contributory without dominating - there is still plenty of room for skill (apart from very flukey dice throws, I can always be beaten by a really good backgammon player), but the introduction of a random factor makes it more life-like, with more of a sense