Imagine being the only person in a group of friends who doesn’t have an iPhone and can’t be part of the iMessage group chat?Ī lot of people would argue that for years now, owning an iPhone has been and still is all about social status. ![]() ![]() It’s not uncommon for people to become so used to using Apple products only that they wouldn’t care if another manufacturer releases a better smartwatch for example – because to them, it wouldn’t make sense to have a smartwatch that is not part of the perfect ecosystem all of their other devices belong to and could even, in some cases, not work when paired with them.Īnd what about the experience that going to your local Apple Store can be and the feeling that the device you hold in your hand means you’re in one way or another part of this Silicon Valley-esque space where tech and cool people have created a perfect symbiosis?Īnd what about the experience that going to your local Apple Store can be and the feeling that the device you hold in your hand means you’re in one way or another part of this Silicon Valley-esque space where tech and cool people have created a perfect symbiosis? Or the fact that programs like Apple’s iMessage create separation between iPhone users and their peers who use Android-powered devices? What to most people is just a simple ‘text’ that shows in a green text bubble, to iPhone users is an iMessage, which shows in a special blue text bubble. The straightforward experience when switching between devices paired with the sheer ease of using iOS devices only creates a circle of Apple users who buy and cherish everything the company makes – including services like Apple TV and Apple Music. With its range of products, including a smartphone, a computer, a tablet, a smartwatch and wireless earphones, users get more and more entrenched into the Apple ecosystem the more products they buy. Over the years, the tech giant has also managed to create an ecosystem that is almost unbeatable. This is what we all want from a smartphone, isn’t it? As part of their marketing plan, Apple has also been giving free products to movie and TV productions to boost its recognisability and it’s also been offering discounts for educational purposes to schools and universities, which has exposed their staff members and students to Apple’s devices. Cue cool, trendy, laid-back adverts of young people using beautifully designed smartphones which seem to make every part of their lives a little bit easier. All those people, and many more, were then attracted to the iPhone, thanks to the company’s faultless marketing strategy. It’s because, despite some hiccups here and there, Apple has played its cards perfectly – and it has been doing it for years! Even before launching the first iPhone in 2007, the company had already gained an army of Apple supporters using Apple’s iPod – the mp3 player which revolutionised the way we listen to music -, and of course, Apple’s Macs. And that’s not because of its unique functionality or because of its unique design. Whether you’re an ‘Android person’ or an ‘iOS person’, you’d agree that the iPhone is the most unique smartphone on the market. How has the company managed to build this obsession with its best-selling product? It’s like as soon as we know that there’s a new version of the iPhone, we all need to have it immediately. ![]() And despite the controversies surrounding the intentional ‘slowing down’ of iPhones through older batteries, for which Apple CEO Tim Cook has apologised, as well as the ‘slowing down’ effect that new iOS updates can have on older iPhone models, many people would buy the most recent phone without even reaching the point where their device starts acting up. In 2020, on average, the ‘update cycle’ for smartphones (not just iPhones) is around 2 years. Are we going to buy it anyway? Probably yes. Do we need this new version of the iPhone? Probably not, if the one we bought last year or even the year before is still functioning perfectly. A slightly changed look, which takes inspiration from iPhone 5, a slightly improved camera, a smaller box which is supposed to keep in line with the company’s strategy to reduce its footprint, no earphones, no charger, a list of new features few people care about and of course – 5G.
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