Buying an apple product is more than just about the product itself. As a consumer you are not just buying the latest electronic gadget, you are buying into the brand.
By Manoje Indraharan and Mohamed Hassan
Apple may not have been the first to hit market this time, but the launch of the new iWatch has definitely created its own hype around the world… but then again, what else would you expect? After all, it is an Apple!
I’m sure, like me, most of you would have (or have had) at least one of the many Apple products that have been released over the years. It is this broad appreciation that has allowed this company to grow to become this gigantic conglomerate it is today. Last year set a world record for profits by a public company by setting December quarter earnings of $US18 Billion1. Apple was able to surpass most people’s expectations and once again command.
A portion of the analyst’s expectation for Apple to slowdown could be attributed to the fact that Apple hadn’t released a new innovation for almost 5 years, and most within the industry (and fan boys alike) questioned whether they can continue to innovate following the death of co-founder Steve Jobs.
Although the success of the iWatch will undoubtedly be a testament to the future competencies of Apple as a company, it is important to recognise that purchasing an Apple devices for a consumer is far more than just buying a piece of consumer electronics and here is 3 reasons why.
1. Built for the consumer
At a time when all the other manufacturers were in a race to develop the slimmest and smallest handsets that can squeeze in a simple VGA resolution camera. Apple and Steve Jobs completely revolutionised the mobile phone industry by developing a phone that was significantly larger than all the other phones on the market, operated via user friendly touchscreen that was flexible enough to provide a range on previously unthought-of features that could be cutomised at anytime by downloading an apps.
Since the launch of the iPhone, the industry has seen almost every new phone on the market looks like an iPhone and comes with an app store.
2. Design and Quality
Apple does not cut corners in designing its products and ensures that all materials and components, down to the packaging is manufactured in the highest quality. The products generally withstand most independent testing and often feel substantial to the users.
Apple products aren’t just designed to be functional. They are also supposed to be statement for the customer that wants to stand out in the crowd. Most of us will remember the original iPhones were sold with white headphones at a time when it was almost impossible to buy any headphones that weren’t black. This bold move, distinguished apple customers in a crowd as individuals and trend setters. Consumers of apple products have a strong association with the product and brand, as marketing guru Seth Godin explains how the Brand is a “set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” 2
3. Sales and Support
Despite some recent allegations of toxic corporate culture3 within the organisation, Apple has been attributed to providing first class customer experience from their sales and support staff. It is because of this reason that each store gets a healthy xxx visitors a year.
Apple store staff are friendly, courteous and knowledgeable. Customers are always greeted as they enter the store and a friendly good-bye on the way out. If the store is busy, a staff member would enlist you on a queue and then encourage you to have a play with a range of other products as you wait.
The attitude of the customer facing staff is almost always infectious and as a result so to does their enthusiasm for their products.
Samsung may have released its smart phone and smart watch an year earlier. It may also be less expensive and have higher specifications. This is makes it a great device, but all of this doesn’t mean much to most consumers and apple fan-boys alike. The iWatch, like almost all my other apple devices is more than just a great device, it’s a great product.
So, the answer to my original question is undeniably a YES!
1 Cellan-Jones, R 2015, Apple posts the biggest quarterly profit in history, BBC News, retrieved 22/04/2015, http://www.bbc.com/news/business-31012410
2 Max Jakob Lusensky (2014) Did You Bite the Magic Apple?, Jung Journal: Culture & Psyche, 8:1, 57-70,
3 Francis, H 2015, ‘Toxic’: Australian ex-Apple employee accuses tech giant of workplace bullying, The Sydney Morning Hearld, Retrieved 24/4/2015, http://www.smh.com.au/digital-life/digital-life-news/toxic-australian-exapple-employee-accuses-tech-giant-of-workplace-bullying-20150410-1mi5sc.html