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Living the Applestolic Life October 1, 2007 By Wayne Francis
Admittedly, I am one of the droves of people who are fascinated with Apple’s influence on culture—and why not? When I consider the frenzy they created years before the debut of their revolutionary iPhone, I wonder what exactly their marketers do to stir such sustained anticipation for all their products. This becomes more significant to me when I consider Apple Computer’s modest beginnings and near demise during the technology boom in the early eighties and nineties. During that time, Apple introduced products distinctively different from its competitors but could not garner attention away from its contemporaries, Microsoft and IBM. But during that time it doesn’t seem, at least to me, that they focused on how to sell more computers to individuals around the world solely. They focused on remaining distinct and creating innovative and excellent products; a strategy that centered itself on remaining true to its avant-garde roots.
Fast forward now to the 21st century where it is rare not to see white ear bud cords dangling from the lobes of men and women of various ages, ethnicities, socioeconomic status in malls, airports and practically any public area. Apple store openings draw crowds of thousands and lines that wind around for miles. More and more, Apple laptops are popping up in local coffee shops, bookstores, schools and even on church platforms where it’s likely that a drummer could be playing along to a syncopated loop or orchestra accompaniment during a praise and worship session. Anywhere that you see an Apple product, it stands out from among the other blandly designed gadgets created by other manufacturers. Their distinction sets them apart in the market. Their unique design and their staunch use of their own operating system and products have drawn much criticism particularly from third-party vendors that would like to ride on the coattails of their success. However, Apple continues to refuse compromise while attracting a devout customer following that is nearly cultish.
I am intrigued by how Apple’s uncompromising vision of staying unique has not repulsed the public but rather has raised its visibility in the global marketplace and made it one of the best known brands in the world. While Microsoft and other personal computer makers dominate the market in terms of units sold, Apple continues to increase its market share and totally overshadows other manufacturers with its presence. Even with a smaller market share, Apple generates more buzz and brand loyalty than a juggernaut like Microsoft.
I recently purchased a new MacBook laptop to replace my PC and have bought into the Apple subculture made up of Mac enthusiasts who would liken using a PC to enjoying root canals without Novocain. Macs are more costly than other computers, but you are willing to make the sacrifice when you receive a tutorial about what they do differently from your mainstream PC. I am now a devout Mac user and have bought other Apple products because of their ease of use and innovation. A few of my friends are now joining the revolution and we are trying to convert others to make the switch. We are now Apple evangelists because the company has made us believe in the superiority of their product. As a matter of fact, a friend of mine and I have started a new monthly club for us to discuss how to integrate the software on our computers more seamlessly into our professional lives. We are calling it our “Applestolic Meeting.”
From Apples to Aposotlics A lesson can be learned from Apple on how to impact culture. It’s simple: remain distinct and produce excellence. In a culture that seems dominated by plastic Christianity churned out and marketed to the masses, I feel inspired to celebrate my Aposotolic identity amidst a society awash with Spirit-filled, non-descript Christianity. As we lead churches and direct ministries in our communities we should never feel that our Apostolic “distinctives” are a turn-off to the people we intend to reach. Like Apple, we have to be innovative and produce excellence. Apple could not sell its original clunky Apple I computer it introduced in the mid 1970s to customers today. They had to keep the same sensibilities that informed their original design format and evolve accordingly-this being done with an unwavering focus on their core mission and values and an absence of insecurity about their identity. Apple computers are not trying to resemble PCs; they are considered sublime to many and are inspiring copy cats of their own. And they use their uniqueness as their marketing strategy. So why should we feel suspect about being Apostolic in the 21st century?
If a computer company can excite me and millions of others in this manner, imagine what we can do if we celebrate our distinction and proclaim Jesus unabashedly. I know more people would buy into what we are even though it would require a higher price for them to pay. Our evangelism may become more enthused when we realize our distinction is not a hindrance but leverage to impact the world.
© 2007, Wayne Francis
--------- Wayne Francis is the Director of Promotions for the UPCI’s General Youth Division.
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