Fads suck. Don’t get me wrong: in the moment, they are AWESOME. That honeymoon period when you first get your supernewfangledshinything, you are instantly part of the “in” crowd. You’re cool. You’re hip. Hell, thinking back, I was practically unstoppable in my Coca-Cola shirt in ’88.

However, time passes and today’s “it” thing becomes tomorrow’s punchline. Like Tower of Power once said, “What’s hip today might become passe’.” In a constantly evolving marketplace, it is important to do your due diligence before hitching your wagon to what might be a falling star. (If you’re not sure, go ask current media whipping boy Rupert Murdoch how that whole MySpace thing turned out.)

As marketers, it is our job to wade through the crowded sea of new gadgets, applications, etc., and try to identify what actually has real value. (Admittedly, this has become an increasingly challenging endeavor in the last few years). One thing I’ve heard pretty consistently from clients and cohorts alike is the belief that Apple, with its funky systems/products, is just another fad. “In 6 months, our customers will be on to the next toy.” Maybe. “I’m not paying a premium just for that logo.” Hmmmm. “If it doesn’t have Flash, I don’t want to know it.” Wait… what???

If you are one of those who thought you could wait out the Apple “fad”, I fear your wait may be a little longer than expected. In its recently released Q3 earnings report, the company announced that it had sold 20.34 million iPhones and 9.25 million iPads just during the quarter. That represents increases of 142% and 183%, respectively, over the same period last year. In fact, as of 7/20/11, Apple is a mere $50 billion away from topping Exxon Mobil as the world’s most valuable company. I left my crystal ball at home today, but I’m pretty sure Apple is going to be sticking around for a bit.

Am I saying you need to dedicate all your resources toward appeasing the Apple gods? No, but you do need to be realistic here. Apple products have a strong following with millions of users worldwide – many of whom are likely part of your target audience. Do the research: check your analytics and see what percentage of your core audience is using Apple products. If it’s a significant amount, then you need to start giving some serious thought to making your online presence more Apple-friendly (iPad/iPhone-friendly sites, apps, etc.). It’s either that or you might risk your brand going the way of the pet rock.

(If you’re doing business in the luxury sector, let me save you some time: you need to be paying attention to both iPhones and iPads.)