Global Local Concept for Apple

January 2024

Note: Out of my interest for American tech companies, and because I needed the money, I decided to work at the Apple Store Vienna during this winter season. To get the full experience, I read Walter Isaacson’s Steve Jobs biography, binge watched The Morning Show and bought an Apple Watch (although I made sure to turn off all fitness features).

Then I had an idea. On my last day, I quickly ran through the business leadership directory and send the following proposal to Tim Cook.

There was no response.

INTRODUCTION

Apple’s strategic advantage in comparison to other tech companies has always been the focus on a handful of products in which the company could establish itself as an industry leader. This was the case with the iPod, in which comparable music players, though some were technically more powerful, didn’t satisfy the consumers desire for simplicity. It also happened with the iPhone that introduced smartphones to the world and then innovated at a fast pace as the competition tried to catch up.

In recent years an interesting change has occurred. Due to the marginal hardware changes for the “non-Pro” consumer in the established categories, apps that would have previously been left to third parties, became a main focal point of Apple through subscription services beyond the product based iCloud.

The Global Local Concept suggests opportunities for the company in creating new customer experiences while staying true to its core values. This is achieved through a framework that incorporates the universal appeal of Apples design while considering regional differences.

FILMS

Apple TV exemplifies the change as it shows the extension of a tech company into the mass media sector with its own intellectual property and theatrical releases. Meanwhile, mass media companies adapt to the tech world by developing services in-house such as Disney+. While Apple enjoys the advantage of controlling the devices on which it’s content is consumed, it would be difficult for Snoopy films to gain the same cultural impact as Mickey Mouse anytime soon.

By exploring unchartered territory such as original adventure films that were underrepresented during the last decade of “Marvelization”, Apple could win on multiple fronts.

First, in an age of ever growing digitalisation, our society longs for escapism into distant jungles and fantasy islands that, although fictional, show real human perseverance without the postmodern irony and self referentiality that discount any emotional connection. To achieve this, acclaimed actors previously know for dramatic roles on stage and film will be employed. Second, the larger than life characters appeal to broad audiences because everyone can see themselves in these archetypes and they can be used in various media such as original games targeted to teenagers.

The recognisability of hero and villain can be further underlined by using a Wagnerian approach to the music, giving each character a distinct theme and therefore making the soundtrack album on Apple Music truly iconic. Lastly, authentic filmmaking, also evident in Killers of the Flower Moon and Napoleon differentiates Apple from its competitors. The directors freedom in creating their vision, with an insistence on perfection can be used in marketing under the term “Pure Cinema”.

Reviving the adventure genre for feature films solves the problem of audience fragmentation. By opening the films division to the whole ecosystem, collaborative efforts can be pursued. Not only will the stories live on in other media but new stories can emerge from unexpected places. Such as video games.

ARCADE

Apple Arcade offers another challenge in making the company attractive for gamers. Although with Apple Silicone more than capable, iPhones, iPads, Macs and the Apple TV are not considered sophisticated gaming devices in the public consciousness. Because of the “App bias”, the games offered are expected to be short entertainment from unknown publishers or lower quality versions of established brands.

Super Mario Run, introduced by the plumbers inventor Shigeru Miyamoto at the Apple Keynote in 2016 was an important first step into opening the doors for developers that align with Apples family friendly approach. However both Super Mario Run and Mario Kart Tour could be viewed from Nintendos perspective as demo versions of their console counterparts or, competing with Apple TV+, as commercials for their incipient feature films. The Nintendo Switch's massive success (over 133 models sold) is a testament to the creativity and brand recognition of the company.

Nintendo relies on closed systems of hardware that, until now, were produced by themselves. But in a reversed Disney approach, Nintendo is entering new markets, from films to theme parks by partnering with western companies such as Universal Studios. This change is in part due to the realisation of its brand value and the technical necessity in a post hardware world.

Between the chaos of Androids operating systems and the anarchy of the Steam platform, it would be wise for Apple to become the main distributor of future Nintendo titles by offering a dedicated platform for console-level games and Nintendos hardware such as controllers. This transition would take a few years as the successor of the Switch is expected to have a lifespan from 2024 to 2030 but it can be done incrementally, first by releasing the back catalogue until new titles are developed with the specific features of Apples future products in mind.

Similarly to walking into a video game store, the Apple Arcade page can be categorised by top developers to become recognisable for customers while indie developers are still featured below. A featured developer, next to Nintendo would be Atari as it ties in with the history of Steve Jobs and Steve Wozniak who released Breakout in 1976. By acquiring the undervalued Atari and bringing in aspiring game developers, new casual games could be released under the Atari brand exclusively for Apple devices.

When the potential of the Apple Films catalog is sufficient, it would be recommended to introduce a game division at the company focussed on action-adventure games. Foreshadowed by the “For All Mankind: Time Capsule” app, these developers can work in direct communication with the creative team of the film to ensure simultaneous releases and an expansion of the original story.

However, the game developers shouldn’t be viewed as an expansion of the film division but as an autonomous entity with story talent of their own. This way, new intellectual property can also be created from game to film. Such was the case with the Halo TV series by Steven Spielbergs studio Amblin. But instead of having to buy an XBox, six games and subscribing to Paramount+ for the whole experience, an Apple One subscription on a hero product would be sufficient.

MAPS CULTURE PASS

Apple has never been a purely technological company. Its brand evolved with new customers from music fans in the 2000s to health conscious individuals in the 2010s. But unlike other competitors, the aim was never to shoot arrows in all directions and see where they hit. This would jeopardise the integrity and simplicity of the Apple ecosystem. When Steve Jobs gave advice to Larry Page of Google he recommended to focus on five products and getting rid of the rest that drag them down. Otherwise: “they’re turning you into Microsoft.”

As mentioned in the beginning, the products have become only the means of purpose for various software and services from Apple. Both the Mac and the Vision Pro are now capable of running the same Apps by utilising the silicone architecture. The reason for choosing one system over the other has more to do with personal preference and budget than necessity for the non-Pros.

Therefore, we can rephrase the products limit to a core customer limit. Core customers are groups who Apple serves natively without requiring third party Apps and who buy Apple products for more general purposes. They view Apple devices mainly as consumers and in non technical terms.

The core customers targeted are the following:

Music, Entertainment, Fitness, Creative Expression

A fifth category has been largely left out of the picture. However they have the biggest potential for growth and are highest in purchasing power. This sleeping giant is the Culture customer.

Culture customers are metropolitan figures who travel with their Apple devices around the world, always looking for the best museums, walking spots and restaurants in town. To make the most out of one place, they spend a lot of time reading through customer reviews, magazines or asking locals about what to see next. This does not only take a lot of time but also requires multiple apps and the bad feeling of being labeled, and therefore ripped off as a tourist. From local transportation apps to museum bookings and restaurant search engines. Travel is complicated. But it doesn’t have to be.

By purchasing a Culture Pass from the Apple Maps App, discerning travelers get access to handpicked spots including museums, concerts and other destinations in major cities around the world. Their purchase includes a one time entry that doesn’t expire.

On the Maps screen, they see the spots from the Culture Pass in different colors depending on the establishment. Once they have used the Culture Pass from the Wallets App or directly through Maps, the Spot turns grey. Customers also have the ability to drag the desired spot into the Calendar App and plan their trip easily. It will indicate if it is moved before or after the opening hours or if a cancellation, in the case of live events has taken place.

By only choosing established museums and sightseeing spots, Apple appeals to the interests of its cliental without being accused of using its market dominance to lobby for certain hotel and restaurant chains. The non-expiring feature makes the trip less stressful for the customer who will be more inclined to return in the future. This way, Apple can offer lower prices than comparable passes by creating a benefit for the local tourism industry.

Another feature included in these passes are guided city tours that make use of the AR features. Historical artifacts come to life on a mobile Apple Vision and offer the most immersive way to experience history. Or in marketing language: “Culture is everywhere.”

The Culture Pass is introduced at one Avenue in urban Apple Stores. Customers see a 3D map on a screen and can click on different walking routes to see the highlights pop up one after the other. By analysing the CV (cultural value) of a city additional Apps and products are shown at the Avenue. These will have effects on the overall design, making it the only feature in an Apple Store that is always different and encourages visiting all Stores. Accessories such as Apple Watch bands can also be country specific and offered at the Avenue.

Let us look at an example. In the Apple Store Vienna that is centrally located, a tour along the Ringstraße which features prominent building such as the opera house is shown. AR features include 3D models of these buildings that can be turned and zoomed with ones fingers, showing informations for architecture enthusiasts. The Apple Music Classical App also has a screen with important composers and recommended playlists, including recordings from the Vienna Philharmonics. A limited edition Watch band made in collaboration with the Vienna Workshop makes the Apple Store visit truly unique.

A fundamental dilemma of technology companies in the higher price range, is that the art created through design can seem fleeting, like a buddhist sand mandala that dissolves after the next technological wind blows. Bernard Arnaults definition of luxury is that it is both fashionable and timeless at once. Therefore the head of the LVMH group wouldn’t consider an iPhone a luxury item as its worth and functionality decreases rapidly over the years. A conflict between the desire for eternity and Moore’s Law that keeps innovation going arises. This gap can be seen in the public reaction to the $17,000 gold Apple Watch that remains Apples only product targeted directly to luxury consumers.

However the Apple Maps Culture Pass can make the iPhone a courtier to the arts with Apples 3D designers being on the same level as the builders of the colosseum (whose culture pass features the famous naval battles in 3D). The unique Apple Watch bands set a fashion statement and make a global company feel local. Linking travel spots with the Journal App lets the customers create memories that are personal and everlasting. And by gaining the trust from Culture customers, Apple elevates its brand from fast paced tech into the eternity of art.

NEWS DISCUSSIONS

It would be an understatement to describe todays trust in mainstream media as low. Opposition to the "controlled" narrative is sufficient in winning elections for populist leaders or gaining a wide following online.

The revamped X platform prides itself with being from the people for the people and offers features such as Community Notes, using innovative algorithms to validate the truth of a post. Amplifying individual voices is generally a positive development. But since our time on this planet is finite and aesthetic sensibilities important, curated experiences from magazines offered in Apple News+ will remain sought after. These publications also have the means to conduct investigative journalism and interview high profile people with a global network of journalists. Playing devils advocate, one might accuse them of having an agenda. This criticism will disappear, when you bring opposing sites together.

Apple News Discussions is a biannual series in which decision makers, from politicians to executive discuss burning issues. Conducted like the US presidential debates and broadcasted live on Apple TV+ with additional reporting on Apple News+, journalists from major publications host talks on specific topics. It is important that both the journalists and the guests have different viewpoints. It will not only broaden the perspective of the audience but also increase the entertainment value.

The benefit of using a round table on set is, that it diminishes hierarchy. The reporter has the same value as a president. Its shape also offers new design possibilities. If the topic is “Future Industries” a map might show countries with the types of factories located there before switching to the movement of exports, rendered as small boxes. A dedicated editorial team also checks the speaker in real time for factual errors and additional context.

Apple News Discussions offers a forum that, because of its global audience challenges the ideas of regional thought leaders. It thereby deepens the ties between states, countries and religions with conversations that wouldn’t have been possible otherwise.

What will be critical is the quality of Apple News additional reporting. The aim shouldn't be to create Breaking News that dramatise what has happened through a simplistic style. It might lead in larger amounts of readers at the cost of loosing trustworthiness and becoming irrelevant the next day. Investigative journalism looks deeper. Instead of playing a policeman, the reporters become judges who identify the crooks and victims of a story. With a critical position and a deeper perspective, investigative journalism can lay out the issues at hand. However it doesn't offer solutions.

That is why Apple News adopts the modus operandi of constructive journalism. As with its technology, the editorial team looks into the future with curiosity. The role becomes that of a facilitator, offering inspiration and possible solutions while leaving the final judgement to the reader. With nuanced reporting and the promotion of democratic conversation, Apple will lead the way in setting new editorial standards.

HOMEPOD

Home can be described in many ways. As a specific place, a familiar culture or an abstract feeling. Often location specific objects are mentioned such as "that one pizza place" or "the old table from my grandparents". Therefore products such as the iPhone or the Vision system, that move with a customer don't evoke the feelings of homeness. In its current form, the HomePod is an advanced speaker functioning as an additional device. By adding visual elements inside, it has the potential to entertain on its own.

The new HomePod is a holographic cylinder that can be placed in any room. Powered by Apple Music, it features exclusive performances by artists recorded from all angles. Musicians, bands and stand up comedians appear to be next to the listener without being invasive. The lighting can be adjusted by a digital crown on the edge of the device, affecting finest details like a reflection on the performers sunglasses. Tracks in which no video has been recorded feature a three dimensional wave whose shape and colors are determined by the emotional impact of the music. Aggressive Metal makes the abstract form jagged while smooth Soul makes them go round in light colors.

As the most viewed hologram, the Home Sphere can be customised by look and function with one primary and one secondary widget. An avid reader might want to see his current Audiobook floating in 3D with a bookmark that indicates how far they have come in the story. The book can also be opened giving a short summary of what happened in the preceding chapters. Because the imaginary subject also goes on hikes in the afternoon, it is important to check weather conditions. Instead of having to open an application, a floating cloud (the secondary widget above the book) shows all the important information, from likelihood of rain to temperature.

What makes the Home Sphere interface unique is the interaction between widgets and the uniqueness of their design. The hail from a thunderstorm cloud bounces of the book and leaves it wet. Because the current audiobook is Lord of the Rings, small orcs who normally wait patiently for the reader appear to be upset and move around quickly. Single widgets can also be featured for more aesthetic purposes. These range from a 3D model of earth with accurate light to Snoopy (and in the future more iconic characters) that keep a young audience entertained.

Siri also makes a return by becoming a shapeshifting ball inside the Home Sphere. When asked to set a timer, the assistant and thereby the entire device transforms into an hourglass with beautifullyrendered sand particles.

It is important that while the details are meticulously designed, they never draw much attention to themselves. Similar to an aquarium, the HomePod should compliment the room in a subtle way. In contrast to a Vision device whose holographic interface might seem similar, the HomePod can be used by many people at once. Its target audience therefore overlaps more with the Apple TV users with a minimum of complexity.

Attention should also be placed on the HomePods representational potential. One of the pleasures of being a guest, is looking at a persons books and music collection. It not only gives the guest a better understanding but also allows for individualistic expression, one of the core themes of Apple. But because most of these products have been digitalised and stored on devices intended for single users, an always on HomePod that shows a library and a film collection will fill that void. Even though neither books nor films can be viewed on the device, they are integrated within the ecosystem. When opening a film, it will show the description from the Apple TV app with the option to “Play” on a different device.

Design wise, the speakers are hidden inside the glass while the holograms are created using laser technology. There will still be the option to buy a HomePod Classic that is audio first but offers an improved Display at the top.

In addition to being connected to a power source and operating as the Hub for other devices (Home Mode), the new HomePod will also feature a Mobile Mode for travelling with at least 8 hours of battery. This ties in with the Global Local approach suggesting that any place can be home. Also people will have more time for visual content as self driving cars are expected to hit the roads soon. Apple could reinvent the podcast by offering creators 3D scanning technology, two years after musicians utilise it.

A marketing campaign might show college graduates renting an old car and speeding down Route 66. Their mood quickly shifts as two tires break and they have to wait in agony under the Arizona sun. Luckily the driver has a solution. He asks Siri to play summer hits and their spirits are lifted. The slogan “Make your car feel like home.” can be adapted in different spots to “Make your hotel feel like home.” (featuring a Psychoesque Motel) and finally for the holidays: “Make your home feel like home.”

CONCLUSION

The aim of these pages was to show the potential of emerging technologies and ways Apple could utilise them in a Global Local framework. Established platforms such as Maps, News and the HomePod have great potential for improvement while newer additions, most notably Films and Arcade still have to find their identity. Leveraging the locations of over 500 Stores further connects the brand with customers in a unique way and thereby keeps the magic of Apple alive in the future.

Tim Cooks believe that one plus one equals three can be seen in the collaborative spirit throughout the company. Maybe the greatest Apple innovation is the democratisation of creative expression. By going further and reaching more customers than ever before, Apple will prove that through each persons individuality and a shared humanity, eight billion people can unite as one.