Headphones? Who Needs Headphones?

Even those who can’t distinguish a megabyte from a megapixel know that Apple deleted the headphone jack from their new iPhones. Critics and comedians are relentless in making the decision the joke de jour.

While the pundits debate the merit of the change, something more interesting is top of mind for me: the importance of all those white earbuds and cords to Apple’s identity.

Think about it.

Those little white capsules announce to the world that the person connected to them is using an Apple product. Not a generic Android or Windows device from myriad competitors. No. Those simple white pills scream: I’m an Apple user.

Take for example Brandon Rochon, the star of this week’s CMGT-541 live session. He’s an advertising executive and creative director whose clients include Red Bull and Samsung. But, in addition to his high energy and pitching advice, Mr. Rochon delivered a persistent endorsement throughout the call. He was rocking the white earbuds of Samsung’s competitor.

See for yourself:

Ad exec Brandon Rochon presents to CMGT-541 students during a live session on September 15, 2016. He may have pitched for Samsung, but his headphones show whose product he really uses.

Some in the tech press have questioned why Apple continued to include wired headphones with their new iPhones even as they pitch wireless as the present.

Quite simply, those white earbuds are a vital part of the Apple marketing plan. I’d argue that they’re potentially of even-greater importance than the upbeat commercials illustrating how the actual products change people’s lives. Even in their wireless state, Apple’s new Air Pods are skillfully designed to retain their distinct appearance.

It’s nuance. It’s subtle enough to pass without much notice. It’s also vital.

Apple has created a signature with their white headsets and they’re not about to give it up.

Consider familiarity with logos such as those from Nike, McDonalds, FedEx, or any of the globe’s top brands. White earbuds are just as iconic. Their pervasiveness in public spaces reinforces Apple’s brand and serves to facilitate consumer-to-consumer endorsements.