One of our favorite books is Adam Morgan’s Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders. In the book, Morgan explores examples of how certain companies have successfully challenged larger competitors by redefining the marketing rules that guide their industry, innovating new approaches to drawing in customers. One of the brands that Morgan holds up as a model ‘challenger brand’ is Apple. For Steve Jobs and company, the approach was not to try to compete with the IBMs of the world on equal footing but to redefine how a computer company viewed itself. For Jobs, his company was not in the computer business, it was in the business of “changing the world.” Jobs and others, like Jonathan Ive, the senior director of Apple’s Industrial Design group, changed the vocabulary they used in describing their goals and accomplishments. When they unveiled the iMac in May of 1998, for example, Jobs announced “Today we brought romance and innovation back into the industry.”
Romance and innovation? Changing the world? In the twelve years since the iMac was released, Apple has not only changed and challenged its own industry, it’s hard to describe into which industry Apple now falls. With iTunes, iPods, iPhones, iChat,…Apple is changing countless industries. Just consider, for example, what Apple has done to (and for) the music industry. Even its long-rumored (and soon to be unveiled) Tablet, about which we still know fairly little, is expected to change the way we read.

A diagram from an Apple patent application describes an electronics controller that can optimize how power is delivered to multiple home devices using home wiring to send power and data. (Credit: Patently Apple)
So, perhaps its not surprising to hear that Apple is now looking to home energy as the next frontier of ‘changing the world.’ Patently Apple reported last week that Apple has applied for two patents that would help people manage their home energy systems by optimizing how power is supplied to various electronics, including computer, peripherals and devices such as iPods. The patents were filed late last spring.
As Martin LaMonica explains on CNET,
The two patent applications describe a hardware device that controls the amount of power supplied to different electronics. Data between devices would be shared over a building’s existing wiring, using the HomePlug Powerline Alliance’s communications protocol. The patent applications also include drawings of outlets and junction boxes that incorporate “power-enabled data ports.”
One patent application called “Intelligent Power Monitoring” says that the system would allow people to reduce energy use by giving them tools to better control how connected devices are powered.
The second patent application, titled an “Intelligent Power-enabled Communications Port,” describes a system that would parse out the amount of power to different electronics in an efficient manner.
Apple is not the first to leap into the “Smart Meter” race- we’ve profiled the efforts of a number of companies on this blog- but, with its track record, we expect Apple to bring its unique blend of romance and innovation and, as it tends to do, change the world. Stay tuned.
[Sources: Patently Apple via CNET]