Written by Ronald Lye
Among technology-based companies, Apple is the undisputed leader when it comes to creating products and services with strong visual and emotional appeals.
These qualities ensure that users enjoy memorable product experiences, which is the first and most important step in cultivating brand loyalty. They key to understanding customer experience is not simply having an aesthetically-pleasing user interface, but having a product which fulfils tangible consumer needs. Let’s have a look at some of Apple’s services, and how they manage to create magical user experiences.
Credits: Good E-Reader
Having an Apple ID is essential for all Apple users. The ID serves as a login for almost every Apple-related service, such as iCloud, the App Store, and iTunes. One of the characteristics of the online world is usernames and passwords; you require a set no matter which site or service you choose to become a member of. Having a universal password may seem like common sense, especially for companies that provide services on multiple platforms. But Apple is one of the few that actually integrates basic common sense into decisive action.
iCloud lets you access all your important content and information, such as music, photos, contacts, calendars etc, from whatever Apple device you are using. Not only does iCloud grant extreme convenience, it’s valuable as a backup to your important files and documents. In the past, buying a new iPhone or Mac requires endless hours of transferring data from your old machine/phone. We really did not enjoy all the manual work required, so we are eternally grateful for the value iCloud has been providing.
Credits: Digital Trends
iTunes is Apple’s default media player and library, and most users’ preferred choice to play and store music. If you own an iPad, iPod, or iPhone, iTunes is the only way to manage your video and audio options on those portable devices. Innovative features of iTunes include the option to share your media library over a local network, smart playlist support based on user customised criteria, and audio normalisation. iCloud has added a new dimension to iTunes, allowing users to download new music purchases onto any Apple device when purchased at the iTunes store.
iBooks was released in conjunction with the iPad, taking advantage of the bigger screen to offer an e-book service. iBooks has since been upgraded to support the iPhone and iPod Touch. Customisation is the key feature of the app; you can change fonts, text size, screen brightness, page layouts, and viewing themes. iCloud also works perfectly with iBooks, so any books you purchase from the iBookstore will be synced to all your Apple devices.
Credits: Good E-Reader
All these services have one thing in common: they fulfil tangible needs and enhance the user experience. Apple has a slightly arrogant philosophy of assuming that customers do not know what they want, and that it is up to them to provide what they deem to be true value. While this approach may be questionable in this age of connected consumerism, more often than not, magical user experiences are created instead.