Apple in Egypt: Reflecting on Influence and Relevance

Bill Gates reportedly had this fantastical, sci-fi dream that every desk in every home would have a personal computer; yet, we now live in a world where there are already more cell phones than people in the US.  An increasing number of those cell phones are "smart phones", which able to access internet, email, and process multiple applications--like, the iPhone.  Forget a computer on every desktop--there's a computer in nearly everyone's pocket.

You have likely seen the news headlines of Apples insane sales in the first quarter of 2012, as in this CNN report.  Apple sold 35.1 million iPhones worldwide between January 1 and March 31, which (as the headlines compute) is 16,000 cell phones per hour.

PER HOUR!

And that's not counting iPads, which came in at a measly 5,400 per hour.  And, it would be difficult (if not impossible) to try to compute the 2nd hand sales on Ebay, Craig's List, and other classifieds as Apple devotees unload one model in a tireless attempt to upgrade to get what's next.

Not many companies could compare with these latest stats in Apple's quarterly report.  As Apple has just released their "resolutionary" new iPad, and (according to rumors) prepares to launch iPhone 5 in the fall, one has to wonder, is this just a foreshadow of a larger report to be released by the end of the year?

Our family likes Apple products and so we notice their headlines, but I also like stats and quarterly reporting.  We just compiled an in-depth quarterly report for our Living Link donors (you can contact us for a copy), and we track our blog page views.  But the interesting aspect of these Apple headlines, and why i blog about it here, is in the word "worldwide".

The aforementioned CNN article references the growth of Apple in emerging markets, which was unexpected due to the higher prices of their merchandise.  How well could such pricey, techie, brand-driven, extras fare in societies where economies are weak?  Apparently, quite well.  Apple did far better than expected in the midst of multiple competitors in China; even though they are not yet on the largest cellular carrier there, China provided 20% of this monster quarterly revenue to Apple.

And, Apple is very much alive in Egypt.  iPhones have been here for years, and it is not just the large expatriate population carrying around iPads, MacBooks, and iPhones.  As with all brands, the familiar Apple logo is popular here, on clothing and backpacks or luggage (black-market usage), taxis and microbuses as well as personal vehicles, store displays (even if they don't carry any Apple products), and more.  You regularly see the Apple logo on any walk through the streets of Cairo--here are a couple examples:

many taxis include an Apple logo along with a multitude of other brand names; unlike NASCAR, these are not officially licensed logos and the drivers don't get an endorsement deal.  As opposed to the small, white stickers included in your iPod purchase, the Apple logos on vehicles here come in a variety of sizes, face in opposite directions, and a variety of colors; we've seen black, red, blue, green, and purple.

if there's not an iPhone display in a mobile shop window,  then they have a similar, competitors model up instead.

The high-tide of Apple products is not only filling the pockets of the guys in Cupertino, California; competitors also benefit from the market craze that new Apple products produce.  Nokia, Blackberry and other local brands here in Egypt offer cell phones with touch screens, MP3 players, and apps along with similar styling to attempt to cut into the market share.  Duke psychology and behavioral economics professor Dan Ariely notes in his book Predictably Irrational that these cross-culturally "hip" brands have a tendency to help competitors; using the example of Starbucks, Ariely notes that doughnut shops and fast food chains started offering at least improved blends, and then their own specialty coffees while offering them at significantly higher prices than the previous cup-of-joe that used to be offered at these establishments.  Why?  Because if Starbucks could make a profit doing it, then surely they could do so as well.  And, translating to cell phones, Apple's competitors are doing quite well here, too.

Again, all of this is within the struggling economy of this developing nation.  Cell phones are in the hands or pockets of the kids who also have a handout begging; while looking for their next fare, taxi drivers (competing for fewer fares due to the drop in tourism) talk into bluetooth devices; and increasing restaurants around us offer free wifi in hopes of enticing the next patron to stay a little longer and perhaps buy a bit more food or drink.  

Obviously, not all of this is due to Apple; but when you're selling 16,000 units per hour worldwide, you're not only driving the market, you may be driving global culture.

i don't write that to boast Apple or their products (and, please keep in mind that the views and opinions of the writer are not necessarily the views and opinions of Church of God Ministries, Three-Worlds, or even his family.)

"driving the global culture"?!?!

Perhaps you think that is too outlandish a statement.  Consider, though, that imitation may be the one of the greatest indicators of influence.  Now stop and consider how many features of the technology you currently have are in some way imitating (or improving) upon a previous Apple product design or feature.  Now expand that to their advertisement campaigns and verbiage, or to their store layouts and service strategies--copying Apple's financial success has begun by simply copying Apple.

Christendom is not immune from this influence.  A quick Google search of "iChurch" yields 75,400 references; "iJesus" has 192,000 references; and "iChristian" has 8,280,000 references--and now, thanks to this post, you can add "1" to each of those searches.  Churches and para-church ministries are striving to create mobile friendly web-pages, iTunes accounts, and even apps.  My elder friend Ms. Jane would classify this in the "greater [different/diverse] things" that Jesus said his believers would do after Him (see John 14:12).

But in the effort to imitate these things from the global markets, is the Church just struggling to keep up with the latest thing?  is the Church falling behind other influences and failing to be the influencer in the world?

Competitors are attempting to get a part of the market share and appeal to the consumer; other companies are attempting to work with what works and what the consumer will recognize.  Perhaps even the taxi drivers here in Egypt hope that the Apple logo may cause some tourist to favor or gravitate to that driver over another without the logo.  But the Church--what is their motive for imitation?

Relevance.

Ministries, pastors, and congregations are seeking for any way to be relevant.  i get that; as a pastor and Christian mentor, using phrases, images, and even the technology of the day is par for the course in ministry.  The problem is when we over use whatever we are attempting to imitate.

In that case, we may be overused ourselves; not finding relevance to the world, but just demonstrating the greater influence of whatever it is we're imitating.

The question then becomes this: when are we using, and when are we getting used?  When have we transitioned from promoting Christ to instead promoting some brand or product?

as always, we welcome your comments, questions or observations...