If you take a look at Beats’ headphones product catalog, it looks
a lot closer to, say, the Nixon watches catalog than any catalog
of technology products. Beats’ headphones, like Nixon’s watches,
are oriented such that the primary selection criteria are looks
and style; you’ve got to wade through those before you decide
which model you want. By contrast, on Apple’s site, you’ve got to
choose your model before you can choose your style — or, put
another way, you choose what you want it do, first, and then you
get to choose what you want it to look like.
These differences reflect fundamentally distinct ways of thinking
about products, or more importantly, fundamentally distinct ways
of thinking about what customers want.