Cash? No. All those companies are prosperous, too. Customer? Uh uh. Each has many hundreds of millions of customer as well. What is missing from the also-rans is what you see in only a few other brands.
Aspiration. Apple is an aspirational brand; the trusted brand that technology gadget customers aspire to own; an affordable luxury that provides a level os ease-of-use, and customer support that lacks in competing brands.
Apple has seldom been the world leader in bullet point features and functions, but few technology manufacturers know how to make a customer feel the same way as a Mac owner feels about ownership, or why many customers would rather you pull their iPhones from their cold, dead hands than switch to Android, or why children prefer iPads to almost anything.
Does that not explain why Apple has not had as much success selling iPhones in India as in Europe, Japan, China, or North America?
Aspirational brands are priced higher, and if you can’t afford Apple’s level of affordable luxury, then you have little choice but to make do with what you can afford– until one’s economic situation improves sufficiently to go upscale.
The Register is known for poking technology companies and Apple is a frequent target. Andrew Orlowski:
The bigger they are, the harder they fall: Peak smartphone hits Apple, Samsung the worst
Peak smartphone hit about four years ago. Try to keep up, The Register folken. Apple and Samsung remain the revenue and profit leaders far ahead of the cheap competition.
The two biggest brands in the West are the two biggest losers as the smartphone slump continues
We’re back to the marketshare meme again, huh? Why is that outdated relic of a metric applied to Apple all the time? Is it applied to Mercedes-Benz?
Who says such silly things?
Oh, one of the premiere technology guesstimators and a heavy investor in suppositories to keep the supply of, well, uh, um– guesses– coming. Since no manufacturer publishes actual sales numbers, anybody’s guess is OK.
Consumers in emerging markets were more confident in buying better-value phones from Chinese phone makers.
Emerging markets is techno slang for “buy what you can afford.” Apple is not a value product in such markets; not now, not yesterday, not tomorrow. Apple and the iPhone are aspirational brands.
Gartner on Apple:
It looks at market value, not market share. They’ve never wanted to capture the first-time buyer
It’s nice to know that such market analysts pay attention to my Apple missives. Relative to cheap brands, knock-off brands, new brands, Apple’s aspirational brand might seem like a crazy brand strategy, but has it not paid off for the Cupertino company, a billion customers, and shareholders?
That might explain why Apple owns 60-percent of the entire smartphone industry’s revenue and about 75-percent of the entire industry’s profits.