Within today’s IT industry, there are no doubts that Apple is one of the leading giants. As a result, there are constant competitions occurring between brands. But, what makes Apple leading the industry? And how does Apple manage to win fans like me over?
From my perspective, contemporary IT companies are expertise at inducing their consumers to have brand attachment and stimulating their brand loyalty. In order to achieve these objectives, they have to be capable to comprehend their target demographic and also attract potential ones. However, to me, Apple is better at market segmentations as they have discovered the core desires of 90% mobile phone users, which is to personalise their devices.
Moreover, Apple is the very first IT Company in the history launching smartphones with touch screens, which subsequently evokes mobile phone revolution within the industry. Apple has broadened consumers’ horizon by revealing what can consumers anticipate from a phone device. Mobile phones are no longer just for texting or calling functions, but they can also function like a mini mobile laptop.
Despite these, I am sure that Samsung has equivalent technologies to invent a smartphone like Apple’s, so the questions are how does Apple establish its market place or confident at their existing consumers having habitual purchases of their smartphones?
I think the answer is Apple knows how to sell their smartphones, and all other products!!
Apple has positioned their smartphones as advanced technology, and simultaneously advocates a smartphone for all generations as advertising the brand with a friendly image of ‘this is a phone for everyone’. Moreover, they have their unique interface – IOS, which appears to be a virus-free system in the world, which this advantage distinguishes them from other competitors. Hence, Apple’s ultimate aim is to design personalised electronic devices for their users, which therefore they value consumers’ privacy by continuous improvements on phone lock and also develop intimate connections between Apple products. Thus, Apple strategically utilises the influences of celebrities to encourage more consumers purchasing their smartphones, according to contemporary media impacts on people.
In order to enhance consumers’ brand loyalty, Apple is intended to develop pleasant customer services. They have developed a friendly and relaxing atmosphere for all forms of interactions between front-line members and customers, which determines to encourage consumers’ purchase decisions. In addition, Apple has high brand reliability and accountability, and also positive brand reputation, due to their well-known after-purchase care. Nevertheless, Apple is capable of implanting habitual buying behaviours onto their existing consumers, although electronic devices are appeared to be high involvement products.
Moreover, Apple has learnt that there is increasing population of smartphone users, and also the transformation of the utility of a mobile phone from an accessory desire to an essential need among people’s daily life. Hence, Apple exploits this new market segmentation would lead to a new marketing opportunity – consumers ’potential anticipation of an actual mobile laptop which is also known as tablet. Therefore, Apple’s iPad launch has reinvigorated the tablet market, and no doubts another success designates to Apple.
Really!!! I cannot see their competitors having the abilities to compete while Apple has such comprehensions of their targeted consumers’ behaviours.
Overall, competitions between Apple and other brands are never going to end until one of them goes down. So really, which is the better smartphone?
Well, I know Apple wins my heart over, what about yours?
Author: Junhong Zhang
Viewed by: Hidde Postma