24/02/2022
Product Review/Recommendation
Apple Inc.: How does it position itself in the market?
A marketing strategy analysis of Apple Inc.
by: Apple Jeanne Dy Villanueva
“Mukhang bigtime tayo ah! Naka-iPhone yarn?" (It seems like you got lots of money! Haven't you got an iPhone, have you?)
"Rich kid 'yan! Naka-iPhone, eh!" (I assumed he's a rich kid! He's an iPhone user!)
These are what I have commonly heard from my circle of friends whenever the word Apple or iPhone gets in our line of the topic or if there is an acquaintance who owns an iPhone unit, may it be outdated or a recent model. Ever since the brand was introduced to me, I have cultivated this desire of owning one of it in the future, and if you asked me what the main reason is, my answer would be, "I just want an iPhone," as I shrug my shoulders which solely manifests I want it, period. So, here is a question to ponder, is it a status symbol? Or just another brand not worth my penny?
Well, come to think of it, do you know any celebrity or a public figure who does not use an iPhone? It might take you more or less a minute to name one. But if there is any, it is for the reason that their job is to endorse that particular brand but trust me, I am 98% (the other 2% is for your benefit of the doubt) sure that behind the camera, they got mirror shots holding a phone with a bitten apple logo.
Significantly, as the world's most popular brand, Apple occupies the highest level of attention, and there is no doubt that when people think of smartphones, laptops, or tablets, Apple is the first name that comes to mind.
From a marketing perspective, you can see how the brand effectively positioned itself in the market and how it became a status symbol given the following statements mentioned. Inevitably, iPhone users purchase iPhone because it is an iPhone. However, it can never be denied that along with its overall quality, Apple Inc. remains true to its tagline, "think different."
To provide you an array of reasons as to how they achieved this position and recognition in the consumer's minds, rent-free, here it is.
1. IT HAS GAINED BRAND POWER THROUGH THE YEARS
Profecta Marketing asserts that brand power is difficult to obtain and is extremely valuable. It impacts the perceived value of your trademark and how much people are ready to pay for your goods. Manufacturing expenses (the time and effort it took to envision and develop the product) are less necessary than the price customers are ready to pay for it when determining its genuine worth.
For Apple, brand power has a significant impact on a company's capacity to compete, its long-term viability, and market success. A logo can stand out from the crowd and be recognized as superior in quality—the marketing efforts established by Apple. Apple has topped Forbes' annual survey of the world's most valuable brands for the eighth year in a row. They are worth $182.8 billion, with $228.6 billion in brand income.
More so, Apple attained this by generating brand awareness, creating an experience, building trust, fostering brand loyalty, and continuous improvement – essential factors to remain in the competitive technological environment.
The truth is, everywhere we go, we are surrounded by iPhone and Apple users. Apple has effortlessly penetrated our daily lives, whether it's the iPhone, iPad, MacBook, or Apple Watch, and has found a way to make everyday activities more manageable and more controllable.
2. IT HAS PROVIDED CUSTOMER EXPERIENCE UNLIKE NO OTHER
In an article entitled, The Psychology Behind a New iPhone Release – and Why it's so Hard to Resist written by Cory Stieg, she mentioned that having the latest and greatest phone is a status symbol. "It's something you carry with you all the time," she explains, "and it transmits information about you to other people."
Your phone is also a powerful device for "self-signaling," a notion in behavioral economics that deals with how your activities impact your self-perception. Having the most recent iPhone may increase your self-esteem. "Every time you look at that phone, it reveals something about who you are and supports certain elements of your own identity," she explains.
Speaking of experience, according to Stieg, Apple's marketing about what their new iPhone can achieve tends to empower people. Apple, for example, invites individuals to use the hashtag "ShotoniPhone" to post images taken with the iPhone so that they might be shown on Apple billboards and advertisements. This marketing strategy conveys, "You've got that power in your hands."
I have asked some friends who have been an iPhone user for more than two years if what makes the brand stand out, regardless of its model, among its competitors and here are their two cents;
iPhone user 1: It has a great quality of camera, much smoother and more convenient to use.
iPhone user 2: I think yung quality ng iphone lalo na sa Ram storage, camera, and sa pag sa security if ever ninakaw yung phone mo is madali mo ito ma trace at hindi agad ito mabubuksan kung sakali mawala or manakaw ito ng ibang tao [I think the quality (or feature that is unique are) the RAM Storage, camera, and security. (For example,) If ever your iPhone is stolen, you can easily trace it. It cannot be easily opened once it is lost or stolen.]
iPhone user 3: At first I was only exploring and testing out phone brands in the market. Going by the question, I find it unique in the way of its external features such as the screen and also the logo of it.
Generally, most iPhone users prefer the brand because of its longevity. Every iPhone has more than five years of software support and more optimized applications run by an iOS compared to Android. One of the perks of being an iPhone user.
3. IT CAPTURES MEMORY BETTER THAN ITS COMPETING BRANDS
iPhone is perfect for you if you are a selfie spirit or the kind of person who always wants to keep a memory in an intangible album of high-quality photos. A loyal iPhone user may scroll back through his Instagram account and would not be hesitant to reveal that an iPhone4s shot an image from 10 years ago. No doubt, the photo quality could still compete with the quality produced by other smartphone brands released five years ago.
The quality of images that can be taken with an iPhone nowadays is exceptional. For many non-professional users, the iPhone has become a valid camera substitute. Before, the camera on the first iPhone was very meager, with a light 2-megapixel camera on the back.
On the other hand, Apple began investing an increasing amount of resources to its iPhone camera engineering team not long after. The iPhone's camera quality began to improve dramatically over time. The iPhone 4, which included a 5-megapixel camera and a new LED flash module, was one of the most notable releases. Following updates, the iPhone gained a larger aperture, better low-light performance, enhanced color balance, a burst-mode option, and a slew of other enhancements to improve performance and photo quality.
Writers note:
Upon writing this article, I would like to confess to whoever is reading this. I am an Apple user, too. I am broke, but only I can tell how this brand suffices my tummy whenever I look at it and think of it as something I dreamt of having before—just kidding.
Honestly, I was influenced by my friends in buying this, and so far, I have no regrets. The overall quality and performance of the phone satisfies me. If I were to choose between an Android or an iOS, I would prefer the latter. For a reason that speaks more of my desire, but for its software performance as well. The brand does not only talk about the status symbol; it is the standard that is superior to any android phone in the market.
However, let me admit that using this brand further awakens my sense of belongingness to society. Although I am not that tech-savvy, it allowed me to relate with my peers. I can say that this is how the brand positioned itself in the market through its marketing efforts living up to its motto, "think different."
Right now, I know you are considering buying one, too. If you want to ask the universe for a sign if you should go for it, then the universe is answering you through this article. Such a funny way of answering what you asked for, isn't it?
So go and get it, bestie!
