Earlier quoted context omitted.
I've never been a product manager but IMO it probably goes something like this: "The framistan line is successful but I hear from our customers that we should have some options that add [x] and drop [y], while having support for more [z]." "We need to create a new line, a totally separate brand from framistan that has way more [x], [y] but no [z] at all. The competition has entered this space and there is clearly a m…
You're probably right. But it doesn't explain why Apple is so good at this and so few other companies aren't. They must realize the confusion they're creating among consumers. Is it because they're still rooted in 80s/90s PC culture? Nice brand names like MacBook doesn't preclude having precise model IDs, though. The MacBook range mostly has unique model names (and Apple publishes a full list [1]), for example. As a…
> Nice brand names like MacBook doesn't preclude having precise model IDs, though. The MacBook range mostly has unique model names (and Apple publishes a full list [1]), for example.
I guess the difference is that Apple doesn't list each and every configuration option as a different product, but only shows them when it's relevant: During the purchase process / checkout. While Lenovo, Dell and Co. show a collection of slightly different configurations as separate cards in what looks like a very generic e-commerce theme, Apple wants you to make decisions step by step:
- Visit central product page (iMac / iPhone / Macbook / Macbook Pro / ...)
- Follow store / purchase link
- Select one of very few base models that are distinguishable by major (!) attributes (like screen size or the good/better/best-principle)
- Adjust details (CPU, RAM, etc.) as needed. Or don't and just opt for the default base model.
This process covers 27 different product variants in a step by step checkout workflow that is easy to grasp and understand by the customer.