Today I saw this headline in my notifications from Mashable.

Apple set to be the #1 seller of PC’s next year.

Thoughts of Wow! And Finally! And “They said it would never happen!” all flashed across the screen of my mind.

And then it hit me. Apple doesn’t sell PC’s. Wasn’t that Steve Jobs’ whole point?

“Think Different?”

It would be akin to the headline, “Pepsi set to be the #1 seller of Coke next year.”

If ever there were the blaspheming of a brand, this is it.

Could this signal the beginning of the end for the brand Jobs’ built? He must be turning over in his grave.

My take: Apple didn’t set out to win the “computer” war. Jobs created an entirely different game; one in which they were the only player. That, in large part, explains why apple owns the tablet market. There is no competition. This can’t be summed up as a blue ocean red ocean issue. It’s more like apples and oranges isn’t it.

How might you develop this kind of strategy in your business or on your blog? What about your church or non profit? How many churches operate with the mentality of competing with other churches. I work in higher education, an industry that constantly talks about “comparator” schools. Someone is going to completely reinvent the game soon, leaving the rest of us holding the proverbial bag.

My question: what would it look like to create a new game; one where you owned the playing field–because you were the only player? It takes a lot more imagination and ingenuity to do this. But it must be a whole lot more fun. I

Anyone got any analysis on this?

While on a recent visit to the Apple Store I had a sudden realization. As I looked carefully around the store at all the signs on the walls and all the iPads and iPhones buzzing and computer monitors and even the big inset televisions on the back wall at the Genius bar I discovered that not one time and in no visible place was written the word Apple. Yet everything in the place, from floor to ceiling to every able bodied blue shirt wearing devotee all screamed Apple.

How does that happen? It’s their symbol.

Sure, we can chalk it all up to the science of brilliant branding and so forth I think there’s something much deeper at work.

Symbols, in saying nothing, say more than words ever could. The word “Apple” is quite limited in what it can do. Go into a room of strangers and simply speak the word, “Apple” and people will not know if you are referring to fruit or a computer or pie or sauce or. . . .

With that same group, say nothing but simply brandish the symbol and you’ve spoken volumes.

Not all symbols do this. When a symbol gains the power to convey an entire world of meaning that can be shared among many without words it has moved into the rarified air of “sign” status. To one degree or another it becomes iconic. In a powerful but ultimately limited way, Apple has done this.

It’s interesting that the alternate world of computers has gone in the opposite direction. Not only is there no iconic sign, there isn’t even a word. They have allowed themselves to be reduced to a couple of letters: PC.

There is an intense analogy here with respect to words and signs and the way God works in and through Jesus Christ. I’d love it if you would “flesh” that out with me.

I read today about Steve Jobs upcoming Biography done by Walter Isaacson. It promises to be a page turner and I’m sure I’ll read it. I learned today about his reason for allowing the book to be written. When it became apparent that he was not going to recover from his cancer he decided to do it. He said he did the book because he wanted his children to know him. He wanted them to know why he did what he did and why he was so absent from their lives.

For all he gave to the world and all the fortune he amassed I wonder how he felt at the end with his family gathered around. There is a deep sadness in this. I wonder if, to him, it was worth it. I wonder if his kids will read the book.

I wonder what you are thinking about this.

Will you read the book?

It launches October 24.

Take 6 minutes and watch the bit below.

Last Friday night I braved the journey to the local Apple store to buy an iPad 2. Upon arrival I learned they sold out; the line began forming the night before and almost ran the length of the entire mall.

Apple imagined it all over 16 years ago.

So I ask myself, “Self, what are you imagining today that might come to fulfillment in 2027?”

I encourage you to ask that question too.

Ideas? Anyone?