I was up until midnight Thursday night, waiting for Apple to reenable
their website so I could get in my order for an iPhone 5. Prior to
that moment, and ever since, I've been inundated by articles and blog
and forum posts calling me and people like me idiots and fanboys for
paying a lot of money for a phone that's no better than alternatives
that are already available, often for less. It's not true, and it
pisses me off. But even if it were true, it still wouldn't matter.
It's all about stickiness, you see. Nobody's loyalty to a product is
forever, and I don't know how much this is about loyalty in the first
place. It's about the cost of changing, and about how big a benefit
there has to be for the change to be worthwhile. And that got me
thinking about my various brand loyalties, and how much it's because I
really prefer their products and how much is just enlightened
self-interest.
So here are three examples. First is my car; I drive a Toyota Camry
Hybrid. It's the first Toyota I've owned. I wasn't prejudiced
against Toyota, mind; it just worked out that way. I like the car, I
like my local dealer's service department, and I can see myself buying
another Toyota when it comes time to replace this one. But I can also
see myself buying something else. It wouldn't take much to get me to
change. The car would have to be more appealing in some way than
Toyota's offering, and their service department would have to be as
good. In fact, the combination would have to be significantly better,
since they're unlikely to be as convenient. It's nice to have a car
dealer within walking distance of home. But the equation is simple:
new vehicle + new service > old vehicle + old service.
Example #2 is my camera, now a Nikon D800. I'm much more resistant to
changing camera brands than cars. In part that's because cars are way
more like each other than cameras, and the differences are easier to
learn. But it's also because the camera is only the start of the
investment. I have thousands of dollars of lenses, and speedlights,
and other accessories, all of which would be useless with another
brand of camera. Yes, I could sell all that stuff, but that adds to
the hassle factor. And I'd still need to buy replacements for most of
it, adding to the cost of changing. In the end, even if I liked a new
Canon or Sony or Olympus model better than what Nikon has to offer
(and I don't), it would have to be a whole lot better to get me to
even consider switching brands. Cameras are a whole lot stickier than
cars.
Phone haven't been sticky at all, at least not for me, at least until
the iPhone came along. Every phone was so different, and I had so
little investment in stuff on or around the phone that each time I
came to replace the phone was a clean slate. What I had before had
little effect on my new decision, beyond confirming what features did
and didn't matter to me.
The iPhone changed that, particularly when the App Store came into
existence but even before that. Being a Mac guy at home, the ease of
transferring stuff between my computers and my phone (and later my
iPad) was and continues to be very appealing. And then there are all
the apps I have on my phone. Granted, there are only a dozen or so I
use every day, and another few dozen I use on occasion, but they do
represent an investment I'd lose if I changed to another brand of
phone. More to the point, that new phone would have to offer me most
of what I like about the iPhone, and enough that the iPhone couldn't
do that would matter to me, to make me go through the hassle of
switching. And I haven't seen anything that makes me believe it could
pass that test.
To me the iPhone is sticky, and gives me good reason to stay with it.
Not as much as my camera gear does, but far more than my car or my
audio or video gear. Put another way, from a cost/benefit standpoint
the cost is way higher than any benefit I can see. It's not
fanboyism. It's just looking at the tradeoffs and deciding what's
reasonable and what's not.