iPhone's Enduring Success: 10 Tactics That Keep the iPhone on Top

By Don Reisinger  |  Posted 2012-08-20 Print this article Print

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5. Make customers your most zealous evangelists

There has been no better sales force for Apple than its customers. For years, Apple's customers have believed that the company's products are best, and each step of the way, the iPhone maker has relied on them to sell its devices. That's very much the case with Apple's iPhone and its legion of evangelists.

6. Leverage increasing enterprise acceptance

Apple has surprisingly tried to make some inroads into the enterprise. For example, its remote device management feature for iOS has proven extremely popular in the corporate world. In addition, the company has tried to improve its relations with CIOs and other IT decision-makers. The iPhone's popularity in the corporate world seems to show that effort is working.

7. Play the Secrecy Game

Over the years, Apple has effectively played the secrecy game, by clamping down on all possible leaks about future products until the company is ready to strategically leak bits of information to the most influential media. That's especially true with the iPhone, which Apple doesn't  announce until the company is ready and the rumor mill has given Apple as much hype as it can hope to have. Judging by sales, that formula works every time.

8. The "It Just Works" mentality

Apple has embraced simplicity perhaps more than any other company in the industry. The company wants customers to break the iPhone out of the box, turn it on, and get it up and running as soon as possible. It keeps customers happy and keeps them coming back for the latest model.

9. Carrier reliance

Although carriers are reportedly trying to push more Android device sales to reduce Apple's influence in the marketplace, the iPhone is still their top-selling product. As a result, they need Apple. For the iPhone maker, that's great news. For the carriers, it means less power. But none of the carriers are complaining about high iPhone sales.

10. Keeping the legacy

When iPhone sales are tallied, the latest Apple product typically gets top billing. However, it must be made clear that a key component in Apple's iPhone success has been its willingness to offer earlier models at cheaper prices. Not everyone is willing and able to buy the latest and greatest iPhone. Apple knows that and its sales are all the higher as a result.

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Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Gearlog.com. Since then, he has written extremely popular columns for CNET.com, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at http://twitter.com/donreisinger.

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