Dell wants to copy Apple

Tin grey-box maker Michael Dell has been watching Apple’s Steve Jobs’ charging huge piles of cash for his machines and thought “I will have some of that”.

According to Reuters, Dell is getting a marketing makeover and wants to shed its “cheap as chips” image and push into the same market occupied by Apple.

Dell has announced that it will spend “hundreds and hundreds of millions” on an advertising campaign for its consumer business, to coincide with the launch of new products, including laptops with JBL speakers.

Paul-Henri Ferrand, chief marketing officer for Dell’s global consumer, and small and medium business division, said that the time has come where Dell will stop mentioning price as the single important aspect. Ferrand needs to shorten his job title, shorely.

He said Dell wanted to emphasise it had premium products, as well as cheaper options.

Among the product list is a small laptop that converts into a 10-inch tablet computer, as well as smaller tablet devices. We expect to see them all on Monday.

While other PC makers, including Dell, have been suffering from a bad case of low margins, they have been looking to Apple which charges much more for the same thing. Dell envies Apple.

But competing with Jobs means that you have to fight the battle on ground prepared by Apple and policed by his blackshirted teams of fanbois.

Steve Felice, president of the global consumer and small and medium business division, said that Apple is known for dictating what’s going to happen in the market place and what a consumer should buy.

“We’re at the opposite end of the spectrum, emphasising customer choice. It’s a bit premature to tell customers what they’re going to like and what they don’t like.”

So basically Dell is going to try and emphasise that it makes nice looking gear, just like Apple, but does not require your soul or require the loss of free will to do it.

Good luck with that. We think it is risky overestimating people’s desire for freedom. History is littered with examples of humanity wanting to outsource control to another. We doubt that Apple’s success is nothing to do with technology, but the craving of the socially challenged to find a peer group under the control of a charismatic leader.  And cut the length of those job titles, guys.