Recent Press:
The Pappas Post Features Stroumboulis' Hilarious Selfie...BouliBrand Signs TV Licensing Deal with New Greek TV to...Greek America Foundation's Weekend in Toronto Honors Forty Under...Television Station, New Greek TV, Interviewed BouliBrand Founder...Greek America Foundation Honors Stroumboulis with Forty Under 40...Greek Ambassador Anghelopoulos Met With Stroumboulis to Discuss...Greek Ambassador Panagopoulos Met With Stroumboulis to Discuss...The Hellenic Association of Realtors Partnered With...Kathimerini Featured Stroumboulis for Spearheading International...Australia's OPA! Magazine Featured Stroumboulis Commentary on...The Hellenic Initiative's "OneGreece.org" Video...ETHNOS Newspaper Featured Stroumboulis for His Global Initiative...Reuters Featured Acquisition of High-Tech Start-Up Solais...NewsBeast.gr Featured Stroumboulis' New TV Show Targeting...Real News Featured Stroumboulis' Widely Popular Real Estate TV...GreekReporter.com Featured Stroumboulis' New Initiative to Help...Niagara Region Newspaper Featured Stroumboulis on Front Page for...GreekReporter.com Featured Stroumboulis' New TV Show Geared...Greek News Portal, Protagon.gr, Comments on Facts Surrounding...Australia's Neos Kosmos Misrepresented Stroumboulis' New TV Show...GreekReporter.com Featured Stroumboulis' Official Response to...Star TV's Morning Talk Show, FM Live, Featured Stroumboulis and...European Edition of the Wall Street Journal Featured...German Edition of the Wall Street Journal Featured Stroumboulis...Barron's Financial Magazine Featured Stroumboulis' Real Estate...Espresso Featured Stroumboulis' New TV Show in a Misrepresented...The Wall Street Journal Featured Stroumboulis and His New...Antenna Television Network Launches New TV Series 'Hellenic Home...OPA! Magazine Featured Stroumboulis for Launching the Global...Food & Leisure Guide Featured Stroumboulis for Promoting Greece...Dimokratia Newspaper Featured Stroumboulis for the Production of...Brazilian News Portal, G1, Featured Stroumboulis in Article on...National Herald Newspaper Featured Stroumboulis for Property...Spanish Media Portal, El Mundo, Interviewed Stroumboulis for...Elefteros Typos Newspaper Featured Georgios Stroumboulis in...NewsBeast.gr Highlights Greek-Canadian Helping to Sell Euro 5...Antenna TV Station Featured Greek Property Exchange During...Athens Municipal Radio 9.84 FM Features Interview with Founder...Kerdos Newspaper Featured Stroumboulis' New Greek Real Estate TV...Channel 9 Featured Interview with Stroumboulis on Greece's...TA NEA Newspaper Featured Georgios Stroumboulis' Efforts to Help...Ambassador Peck of Canada Honors Georgios Stroumboulis at the...Electrical Distributor Magazine Featured Comments Regarding the...Athens News Newspaper Featured Article on Stroumboulis' New Real...Voria Newspaper Featured Article on Greek Property Exchange and...GreekReporter.com Featured Article on New Greek Real Estate TV...India Today Interviewed Stroumboulis for Article - Between the...Electrical Distributor Magazine Featured Article on the LED...Third National Marketing Excellence Award Received for Best...Imerisia Newspaper Featured Stroumboulis in Article on Greek...Antenna TV Station Featured Greek Property Exchange During...Greek Property Exchange Signs TV Advertising Deal with Leading...Australia's Neos Kosmos Newspaper Featured Interview...America's Leading Greek Radio Station, Radio Neo, Interviews...Imerisia Newspaper Featured Interview on Using the Internet to...Elefterotypia Newspaper Highlighted Efforts of Real Estate...Kerdos Newspaper Featured Article on Importance of the Internet...Isotimia Newspaper Interviewed Stroumboulis to Highlight...Bulgaria's GR Reporter Featured Interview with Stroumboulis...Axia Newspaper Showcased Stroumboulis' Efforts From Abroad to...Stroumboulis Interviewed on National TV During the Property 2011...Athens News Newspaper Featured Stroumboulis in Article on...Kerdos Newspaper Highlights Greek Property Exchange in Real...Agent of the Year Award Given at the Annual Real Estate Industry...GreekReporter.com Featured Exclusive Interview with StroumboulisLEDs Magazine Featured Manufacturing Company and its Team of...Second National Marketing Excellence Award for Best Integrated...First National Marketing Excellence Award for Best New Industry...

How Did Apple’s Most-Hated Accessory Become A Best-Seller? Bad Design

According to Best Buy sales data gathered by Ceros Originals, in the first half of 2017 Apple’s universally loathed Lightning-to-3.5mm-stereo-jack dongle was the retailer’s most-purchased Apple accessory. As hundreds of reviews have reported the dongle, which became a necessity for many users when Apple eliminated the analog headphone jack in the iPhone 7, breaks easily and is “rubbish,” “terrible,” and “awful.” More than that, it offers yet another example of the decline in Apple’s user experience.

The analysis–put together by Joshua Fruhlinger and Andrew Thompson–is damning. The 6.6-foot Lightning-to-USB cable has occupied the top spot for years (it was número uno, incidentally, because Apple’s included USB cable is too short to use while charging), but it was quickly knocked down by the dongle. “The headphone jack adapter took the top spot almost instantly,” Fruhlinger and Thompson write. “And only last quarter has it been replaced by the wireless AirPod headphones people suspect the jack’s removal was trying to steer us towards in the first place.”

Indeed, Apple’s wireless headphones only took the top sales position this August for the first time. Though the AirPods are widely loved, they cost $160 and are easily lost–just like their bestselling counterpoint, the $9 dongle (which is $8 too expensive). That may be one reason many many iPhone 7, 8, and X users have had to buy extra dongles. The other reason is what many buyers describe as its low quality. According to the Best Buy report, the dongle took over the first spot in the second quarter of 2017, just a few months after the iPhone 7 release. Is this a coincidence or a testament to its durability and/or ease of misplacement?

Back when the iPhone 7 was introduced, Apple’s VP for iOS, iPad, and iPhone Product Marketing Greg Joswiak declared the 3.5mm stereo mini-jack “a dinosaur.” At the same time, Apple’s worldwide marketing boss Phil Schiller said it took “courage” for Apple to eliminate the jack. It’s true that Apple was courageous in the past to eliminate legacy ports and floppy disks–but there was a logic behind that: A failing company needed to simplify to make a modern computer (the iMac) and save itself from death. Right now, Apple is valued at more than $1 trillion.

 

Technically, there was never a reason to remove the jack. The world’s top phone manufacturer proved it with the Galaxy S9: Samsung made a point about how its phones have a stereo mini-jack because, you know, it’s common sense. Looking at the sales numbers, it seems that this is just one more way for Apple to make bank on an unnecessary piece of hardware. While it doesn’t publish revenue figures on specific products, we know that the services and accessories are driving Apple’s growth. In fact, revenue from accessories multiplied by two between 2015 to 2018. If you were to buy every Apple dongle, it would cost $857.

The real cost, however, is the price of frustrated customers who suffer the consequences of design decisions that are good for Apple, but not users. 

BouliBrand is a boutique marketing + entrepreneurship + communications + branding movement focused on creating vibrant, purposeful and revenue-generating media experiences on a partner-by-partner basis. With strategic partnerships in New York, Toronto, Athens, Los Angeles, New Delhi and Shanghai, we work directly with savvy, driven and optimistic clients wanting to produce fresh platforms of communication and target nouveau markets internationally with their startup businesses and services. BouliBrand is propelled by Georgios (George) Stroumboulis (Γιώργος Στρουμπούλης) - an internationally seasoned marketing professional with tangible business experiences across multiple industries and diverse cultures. To learn more about BouliBrand, Georgios and the stimulating team spearheading the BouliBrand movement forward, get in contact at www.BouliBrand.com, www.Facebook.com/BouliBrand, www.Twitter.com/Stroumboulis (@stroumboulis), www.Instagram.com/Stroumboulis (@stroumboulis), www.LinkedIn.com/in/Stroumboulis, www.YouTube.com/Stroumboulis or www.Pinterest.com/BouliBrand. BouliBrand shares progressive industry information related to the marketing, branding, entrepreneurship, investment, networking, financing, start-up, public relations, internet, web, creative and business movement. We gather select articles, blogs, news, posts, press releases, announcements, interviews, commentary, videos, clips and anything we feel might be worth reviewing for our visitors, followers, clients and partners.

Subscribe / occasional emails!

Press / some of our features!

Opinions / some of our blogs!

Articles / selection from industry!

Contact / click here to connect!