My wife's new computer arrived on Thursday - the new MacBook. During the setup there was an option to sign up for product news. The trouble is, it was a single checkbox that registered you for all the following information (paraphrased): Product News, Tip & Tricks, Special Offers, and more.
This being our first Apple computer, I would have loved to sign up for the tips. But I certainly didn't want special offers (READ: SPAM). Maybe Apple respects people enough that they don't send wasteful emails, I don't know. I'm still getting emails from the registration of my Toshiba laptop after three years (I know, I can unsubscribe at any time).
They should have had two offers: the first one being something that would reassure me I'd be getting value in return for providing my email address, the second could have more clearly indicated a "sales" focus. I'm sure there are enough Apple devotees' that would check that box.
What Apple should really do is embed something in the purchase process that enables a customer to indicate that this is their first Apple - or if they're switching from a PC. If the customer checks that box, they should include a book. If you indicate that you're switching from a PC, they should include a cheat-sheet: a comparison of common tasks between the PC and Apple.
The new computer is awesome, by the way, and I'm starting to convince myself that my next computer will be an Apple... gee, maybe I should have signed up product news. LOL!
Wonderful advice, which is the kiss of death to the idea! Why not stop at a book and cheat sheet for the new Apple convert. Give them T-shirts!
Posted by: Mike | May 28, 2006 at 04:48 PM
Hey Jon,
Speaking as an Apple convert, you're just starting to get a load of what you're missing by sticking with PC. I now call my 25 years with PC my "dark period." :-)
While I have to say I am not inundated with Apple SPAM (and I'm on every service they offer), you make a good point about giving users a CHOICE. They do tend to be in their own little corporate world at times...
Have fun with the new MacBook - when will you be getting yours?
Cheers,
Michele
Posted by: Michele Miller | June 01, 2006 at 10:18 PM
For a company that's so very "counterculter" and stresses individuality, it seems like their internal structure reflects an extremely hierarchical, linear organization. Maybe I'm wrong, but they don't seem to behave like a "Ben & Jerry's".
Posted by: Robert Nanders | June 02, 2006 at 03:36 AM
Mike, yeah, I want one of them t-shirts! Should I send it back and try again? ;-)
Michele, I'm not sure when I'll be getting mine, but the more I see/play with my wifes the more I'm looking forward to it!
Robert, yeah, I think you're right.
Thank you all for the great comments!
Jon
Posted by: Jon Strande | June 03, 2006 at 07:53 PM
John,
Congratulations. As time goes on your affection and appreciation for your new mac will only grow. I've worked on both platforms since they were first introduced. As similar as they appear from a perspective of a pc user in the majority, a convert or mac user enjoys the elegant underlying user oriention that lies at the heart of the difference between the platforms. It does provide a sense of freedom, having lived in both worlds, from too deeply having to become a software programmer to accomplish routine tasks.
Although I too tend to avoid signing up for invitations to be spammed, in over 20 years with experience with Apple the company, you'll probably find it, too, is more user or people-oriented, thus generally more sensitive about those concerns and does not make a habit "sending waste emails".
As for tips, you'll discover whatever you need to know or learn is openly and widely available for free here in Cyber etherspace. Apple's web site is often a great place to start, but when they fall short in providing useful information (and there are times they falter in that in spite of their user orientation), there is a very friendly, long established mac user community with discussion groups, blogs, and other websites where you will be able to find virtually anything you might possibly wish to know or learn about anything mac related.
Welcome to that community.
Posted by: guitalong | June 17, 2006 at 04:26 PM