Fishburn Hedges

03.09.2010

So, to Berlin, where some of the world’s biggest consumer electronics firms are lining up this week to take on Apple or, more specifically, the iPad. The alternative tablets look ok, the technology is no doubt at least as good, we understand pricing will be keen but, critically, as the man from Samsung was asked, will it be as 'cool' as Apple? Of course it will, we were told, but I have to say he looked less than convincing.

The challenge for the competition is that they’re taking on more than the latest gadget. They’re taking on a lifestyle brand honed over years. Apple is selling the admiring glances on the tube (ok, plus a few sighs and raised eyebrows), the cool kid (albeit 40-something) checking in to Foursquare in the business lounge and the idyllic family picture, kicking back on the sofa with 'the pad' and a glass of something to check out where to go next half-term.  It’s that brand and lifestyle appeal which make people come back again and again and pay even premium prices. Plus, of course, the ever-growing legions converted to both touchscreens, and Apple, by their satisfied iPhone purchases.

The ace in the pack, certainly for Samsung, could be Google’s Android, whose handsets are already outpacing iPhone sales in the US – it’s that brand thing again.  

A furious battle appears on the horizon, with the consumer no doubt benefiting from some pretty aggressive pricing to come. But the winner will surely be the one who most successfully sells the lifestyle, not the gadget. Things can change quickly, especially in this market, but there’s a lot of catching up to do.

Posted by Simon Matthews