Apple is great at identifying context. A lot of people don't realize that Apple does "sell specifications", because they're mostly exposed to Apple's advertising, which rarely uses specification. However, when you get to their website, they recognize that you're probably looking for more detail. That shows an understanding of context.
There's another contextual difference they play as well. Have a look at their pages for traditional computing hardware, then have a look at their pages for iOS devices.
Notice the difference in pitch? There are even identifiable differences in the iPhone/iPod Touch and iPad pages. Which one is closer to a traditional computing device? The iPad. Which page is more specification oriented? The iPad.
A lot of lip service is given to Apple's avoidance of specification, but I think too many people treat it as a black & white scenario: you either do talk about specification, or you don't. Like many stereotypes, this focuses on the wrong distinction. It's not a matter of do or don't, but a matter of when and why. Specification isn't the best way to get customers interested in your product, but once the customer is in the door, you do need to be prepared to communicate the specifications clearly and in a relatable way. Apple is very adept at identifying that transition and guiding the customer on their way to a sale.
Apple is great at identifying context. A lot of people don't realize that Apple does "sell specifications", because they're mostly exposed to Apple's advertising, which rarely uses specification. However, when you get to their website, they recognize that you're probably looking for more detail. That shows an understanding of context.
There's another contextual difference they play as well. Have a look at their pages for traditional computing hardware, then have a look at their pages for iOS devices.
Traditional computers:
http://www.apple.com/macbookpro/
http://www.apple.com/macmini/
iOS:
http://www.apple.com/iphone/
http://www.apple.com/ipodtouch/
http://www.apple.com/ipad/
Notice the difference in pitch? There are even identifiable differences in the iPhone/iPod Touch and iPad pages. Which one is closer to a traditional computing device? The iPad. Which page is more specification oriented? The iPad.
A lot of lip service is given to Apple's avoidance of specification, but I think too many people treat it as a black & white scenario: you either do talk about specification, or you don't. Like many stereotypes, this focuses on the wrong distinction. It's not a matter of do or don't, but a matter of when and why. Specification isn't the best way to get customers interested in your product, but once the customer is in the door, you do need to be prepared to communicate the specifications clearly and in a relatable way. Apple is very adept at identifying that transition and guiding the customer on their way to a sale.