Apple has revolutionized mobile telephony, thanks to its technological inventions and also thanks to the importance given to its brand image.
Apple, since its launch, has used slogans to match the product. When iPhone was launched in 2007, everyone was wondering what it was exactly. A phone that you can use to call, take photos, and connect to the internet…
Is it really useful?
Today the answer is clear and obvious, but at the time of its launch, it was not. The brand played on innovation and difference through its first slogans: “Apple reinvents the phone” and “This is only the beginning” we can understand through this message that the apple brand is ahead and will allow people to live in the future. A year later, Apple launched the second iPhone with the slogan “The first phone more powerful than the iPhone”, here; Apple makes it clear that only is capable of producing such technology.
In addition, Apple has managed to make the iPhone an indispensable luxury product. The iPhone is undoubtedly a sophisticated object that enhances everyday life. Indeed, the models are more and more expensive, evidenced by the iPhone 11 which costs $ 1299. However, sales are not decreasing. With its design and technology, Apple has made the iPhone an essential luxury product with high demand. The launches of iPhones are also exceptional and original, notably with the famous Keynotes. Besides, the iPhone is accessible to all categories of people. It has never been presented is reserved for an elite, but as a product is accessible to all. The culture of Apple wants that the terms of rarity and selectivity are removed from the perception of its customers and that an iPhone is made for everybody. The queues outside the Apple stores when the models were released bear witness to this.
Apple has also managed to make iPhone owners feel that they belong to a particular club. The owners of the iPhone have loyalty to Apple. They cannot buy another brand of phone. They will always opt for the latest version of the iPhone. They couldn’t imagine having another type of phone. It is clear that the brand has succeeded in building customer confidence. If Apple is today at the top level, it is primarily thanks to its consumers.
Apple is surely the leader in telephony, which replaced Nokia which could not hold on, and its marketing strategy made it the new king of the telephone.
