Scott Galloway: The Devil Wears Apple



Winners & Losers Episode 19 – Market share of non-iOS and non-Android smartphones dropped to 3.7% in 2014, solidifying the position of any other operating system as a loser. But among the two giants Apple is the clear winner; it raked in 88.7% of global smartphone profits in 2014 while shipping less than 15% of global smartphone units. The iPhone is no doubt a luxury smartphone and Apple is transitioning to a luxury brand, evident by the Apple Watch’s 12-page spread in Vogue. The devil…

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4 Comments

  1. Apple's Profit Margin vs their VERY SMALL Market Share (vs Android Devices) is EMPIRICAL EVIDENCE that Apple is screwing over THEIR Customers/Fan Base BIG TIME. (e.g. If you sell 100,000 units of something and I only sold 100 units of a similar item, yet I made a MUCH HIGHER PROFIT than you did, it's BECAUSE I'M CHARING MUCH, MUCH MORE than what MY PRODUCTS ARE WORTH than you are!). So.. The Devil not only WEARS Apple, but also RUNS IT.

    I'd also like to say (to the iSheep that probably will show up here at some point) that, the Profit Margins of a Company that YOU, YOURSELF are a Customer of makes ZERO SENSE. It's like Hens bragging about how well-fed the Wolves are, when it's YOU that are being eaten.

    Profit Margins are EXCLUSIVELY for the COMPANY ITSELF and SHARE HOLDERS to be thrilled about. NOT those that are being (however willingly) victimized.

    Class dismissed.

  2. That Apple is now a luxury brand is interesting/important but also strange — I know plenty of people across demographics who own an iPhone. Where the "luxury" enters the picture is in owning the latest iPhone. And it's on this front that I think Scott's extended discussion in the Bloomberg interview gets interesting. Find that here: http://www.bloomberg.com/news/videos/2015-03-12/the-incredible-turnaround-of-the-u-s-dollar-explained

    The gross majority of people have a smartphone now, so how do you actually signal wealth with your technology? You extend it, and that's where Apple's entrance into a premium watch/wearables market (as perceived as a luxury move) gets interesting: it allows consumers to show that they've got the disposable income to throw at technology that seems (at least at first blush) as a luxury.

    The luxury/attractiveness for mating perspective put forth by Scott is a useful way to think about things; however, perhaps "luxury" and displays of wealth are phase-shifting away (or building upon, more likely) from jewelry and designer jeans. The truly wealthy now must display their sexual prowess through their adoption of tech. 

    We live in a time when being able to transverse multiple, often disparate technologies is a prerequisite to getting the  best jobs, making money, saving money, increasing efficiency, saving time, and on and on and on. The more capable of us on this front will be more wealthy (and more attractive for mating). 

    So Apple-as-luxury made manifest through their watch is, perhaps, more about a display of tech-adeptness than it is about having the disposable income to not only have the latest iPhone but also have the latest watch.

    What is "luxury" and wealth is changing — or at least growing to include things not typically considered as such.

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