Categories

Search
Close this search box.

Apple Officially “Jumps the Shark”

apple officially jumps the shark

Apple Officially “Jumps the Shark”

“Jump the Shark” is a cultural idiom initially declared when a long-running TV show uses a gimmick to maintain interest of viewers. The same idiom applies to brands, now including Apple since the acquisition of Beats Electronics LLC.

So that you have an understanding of who Beats Electronics LLC is, here is a quick excerpt about Beats from their website.

“Beats Electronics (Beats) comprises the Beats™ by Dr. Dre™ family of premium consumer headphones, earphones, and speakers as well as patented Beats Audio™ software technology and streaming music subscription service Beats Music™.”

Why do I feel Apple is Jumping the Shark?

Leaning on another Brand = Jump The Shark

Brand 101 – Never dilute your brand. Beats’ brand recognition, preference, loyalty and advocacy is not of the same pedigree as Apple’s, but it is fairly significant. Apple is a technology and culture brand with an essence of purity. This was established through decades of building both the hardware systems and software which ran on them. Sure, they acquired companies to achieve competitive advantages but the scale of the brand awareness between Apple and their acquisitions were enormous.

Artificial growth = Jump the Shark

If you’re not growing, you’re shrinking. Apple has struggled pre and post Steve Jobs to maintain brand enthusiasm and loyalty via innovation. There are four main reasons why a company would buy another, in absence of these you’re just creating news for investors:

  1. Patents – this is typically an offensive or defensive strategy. After reviewing the Beats Electronics LLC patents, including those carried over from MOG, there doesn’t appear to be anything of significance.
  2. Revenue Stream/Margin – The revenue and margins a proportionally too small to have a significant impact.
  3. Brand Equity – Apple has exponentially more brand capital the Beats.
  4. Mature technology – Apple obviously has could benefit from acquiring Beats Music service but Apple has the experience, technology and talent to mature their current platform vs. replumbing their systems to integrate with Beats Music.
Photo credit: Apple-about.com

Subscribe to our mailing list

Got a big idea? Let's talk - We're excited to make it a reality.

Metaverse or Metahype?

Metaverse or Meta-hype? The Reality Future Lab Project X(R) team weighs in.

April 6, 2023

It seems everyone these days is imagining exploring a realm where shopping meets science fiction - the "metaverse". A world where commerce is not limited…

“Consumers seek frictionless experiences in a world of disruptions”.

“Consumers seek frictionless experiences in a world of disruptions”

February 27, 2023

PwC recently published the findings of their latest Global Consumer Insights Pulse Survey, which was conducted in December 2022 among 9,180 consumers across 25 territories. …

3 challenges facing retailers today

3 Challenges Facing Retailers Today, and the Strategies Helping to Overcome Them

January 26, 2023

Retailers have always faced continuous challenges of increasing sales, maintaining brand loyalty, and delivering an exceptional customer experience. Today specific challenges outside of their control…

5 perspectives to inspire you for 2023

5 perspectives to inspire you for 2023!

December 29, 2022

With 2023 around the corner, we take a moment to get inspired by leaders who are daring to innovate, creating great experiences, and leading the…

The Future of Retail in 2023

The Future of Retail – What to Watch for in 2023

November 30, 2022

With the end of year fast approaching, we take a look at what industry experts are projecting for retail trends next year.  Let’s get Phygital:…

3 ways technology will play a part in helping engage consumers this holiday season

3 ways technology will play a part in helping engage consumers this holiday season

October 28, 2022

If the research is right, retailers should anticipate this holiday season to start earlier and be bigger than the last. In fact, Deloitte’s annual holiday…

Have you merged your ecommerce, brand, and retail marketing teams yet?

Brick and Mortar is Dead

August 30, 2022

Ok, now that I have provided a much-needed jolt to get your attention I will clarify what I mean with this dangerously bold, trope of…

BMW Visualizer Tools

Visualizer tools give BMW dealerships a 78% increase in conversion

June 23, 2022

Design that drives desire: Visualizer tools give BMW customers and dealerships the power to accessorize any BMW, anywhere. The challenge To increase sales and conversions by…

Kickstart your journey to the digital age.

Download our Digital Transformation Whitepaper