In the present competitive smartphone marketplace, new products are launched virtually daily. The likes of Vivo, Samsung, and Xiaomi regularly release their newest phones filled with new features and technology. However, although there are so many options and often such a hefty price, many still purchase iPhones. Why?
The answer is marketing and brand positioning.
It’s All About the Presentation
The way a product is introduced in the market really matters when it comes to how individuals think about it. Although two phones may have the same features, the product with the stronger brand hold and image will tend to capture the consumer’s attention. Apple is particularly good at this. Their advertising doesn’t merely market a phone—it markets a lifestyle.
Over-Budget Yet Popular
Many individuals buy iPhones despite being above budget. The interesting part is that Apple never discounts. So, why do they continue to buy them?
The answer lies in emotional branding and social status.
Apple’s Unshakable Brand Value
Apple does not skimp on price, yet their products remain popular. People don’t simply purchase an iPhone for its functionality. They purchase it for the status, the experience, and the statement it makes about them. Being in possession of an iPhone is sometimes a symbol of status.
The Aspiration Factor
Most consumers purchase iPhones not only for functionality, but also to belong to an elite clique. They desire to feel special, to indicate that they’ve “arrived.” This desire compels individuals to buy iPhones, even at the expense of exceeding their price range.
Conclusion
With a world filled to the brim with options, the manner in which a product is promoted is what truly matters. Apple demonstrates that if a brand is able to generate high emotional value and status appeal, then individuals will do whatever it takes—monetarily and emotionally—to be part of the equation.