Apple of my eye
August 13, 2010
— advertising, apple, branding, choice architecture, constant gardener, mobile, respect
I’ve realised that I treat Apple like a favoured child. Apple is definitely the younger one who is beautiful and cheeky, and gets away with daylight murder, or robbery if we were truer to reality.
An iFaux Pas
Apple didn’t handle the whole iPhone 4 antenna issue well. First they try to deny the fact, then they delete threads relating to the issue, and worse still any thread that referred to the negative consumer report was taken down too. That’s like trying to hide your less than glowing school report card. Naughty Apple.
With any other brand, this would have seriously damaged its reputation and sales. But not so with our favoured child. According to ChangeWave Research 73% of iPhone 4 owners are satisfied with Apple’s free case offer to overcome the antenna problem, and an astonishing 93% saying they are satisfied with their phone . As for sales, they still outstrip supply, topping the three million mark in the USA alone, with Apple’s latest quarterly profit surging 78% according to the Wall Street Journal.
It’s not loyalty, it’s iLoyalty
|Source: The Nielson Company Smartphone report|
So how do Apple do it? It’s not the puppy dog eyes of Steve Jobs, or his admission of being less than perfect, it’s the unstinting loyalty of its customers. According to The Neilson Company’s survey 89% of iPhone OS owners say their next phone will be another iPhone OS, compared to Android’s 71%, and Blackberry’s 42%. Parents dream of this kind of loyalty.
Apple is most definitely a favoured child. Or perhaps Apple is a brand that has gained the respect I talked about in my last post?