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Thinking Different for the iCar
By: Emory Brown
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Daniel H. Wilson once said, “You can graph human evolution, which is mostly a straight line, but we do get better and change over time, and you can graph technological evolution, which is a line that's going straight up. They are going to intersect each other at some point, and that's happening now.”

This quote can easily describe the global phenomenon, aka brand, we know as Apple. We have watched Apple change the human experience over and over again through revolutionary thinking and product design centered solely on the evolution of society. From the Macintosh to the iMac, from the iPod and iTunes to iPads and iPhones. Now…the iCar? Thinking different must surely be a key to brand success.

Steve Jobs has always been called a visionary. Books have been written as testaments of his wisdom. Yet it is the collective wisdom of others that continues to evolve as our leaders of innovation make their journey into the light. The iCar is the next innovation in Apple’s house that will dominate culture.

So what is an iCar? Yes, I’m geeking out. Freaking out, too! It has to be awesome. I think it will be a direct vision from one of Steve Jobs’ greatest quotes: “Innovation distinguishes between a leader and a follower.” The iCar is going to be an industry-leading product in a matter of years from its launch date. I’ve sold plenty of cars as an advertiser, and I would love to be on the brand team for this car.

The story goes that Apple is developing an electric car to give Tesla Motors a run for its money. Some people are saying it’s a rumor. Other sources are saying it’s the truth. Some sources are saying Apple is negotiating with BMW, having secure meetings on naval bases, and even stealing Samsung employees. Samsung employee theft may be payback or an effort to gain intelligence on their battery capabilities, which are essentially the keys to creating a great electric car and a great way to get a competitive advantage over Tesla — they have had some battery issues. Tesla’s CEO Elon Musk told Bloomberg that Apple was offering some of his employees a $250,000 signing bonus and a 60% pay increase to join Apple's car team. Call Nelly. It’s getting hot in here!

Nevertheless, the one thing we do know about Apple is that the brand is in demand and they are in a great position to build a car for the next generation of car buyers. The electric car market is still in its infancy and, as the market grows, Apple is going to have a dominant share because its product family will have seamless integration into the iCar.

Just imagine how it will look. Early concept renderings of the car by artists are beautiful, and we haven't seen Apple's idea yet. We think people wait in line and make pre-orders for iPhones — can you imagine what an Apple Car Dealership will look like? Actually, can you imagine what a BMW dealership will look like on the day it releases Apple’s iCar. I can!

It’s going to be a day when luxury car–makers shake in their boots, because the spirit and tenacity of Steve Jobs’ vision for Apple will be a competitor in the car market. The Apple brand is truly a story of brand evolution showcased during a few decades in time. So many great things can happen when you “Think Different.”


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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