iPhone's Enduring Success: 10 Tactics That Keep the iPhone on Top
iPhone's Enduring Success: 10 Tactics That Keep the iPhone on Top
When Apple launched the iPhone in 2007, it was easy to determine why the device was so successful. Apple had delivered a product with an input functionâtouch screensâwhich customers had not seen to that point. All other competitors, including Research In Motion, LG, and Nokia, were knocked back on their heels.
But
nowadays, Apple is facing much stronger foes. The companies it calls
competitors now know what it takes to be successful, understand the consumer
far better than they did in the past and come up with ideas that even Apple
hasn't considered. It's a dramatic shift.
Yet,
Apple
has in no way given up its place as the dominant smartphone maker in the world.
Despite constant effort by competitors to tear it down, Apple's iPhone remains
the most successful handset out there.
This
is what t Apple does to ensure that its iPhone stays atop the smartphone market:
1. Design matters
most
If
there has been any reason for Apple's success over the years, it has to be its
product designs. The company has found a way to appeal to the customer's eye
with special iPhone bodies that ooze elegance and sophistication. Meanwhile,
competitors have been delivering products that seem rather cheap and childlike
in their designs. It's something that can't be overlooked in Apple's product
mix.
2. Pricing stays
constant
Although
Apple continues to offer better iPhones, the company has kept each new
device the same price as a predecessor. As a result, it doesn't scare away customers
who might otherwise not want to spend extra cash on a new handset. Apple has
made $200 the sweet spot for smartphones sold with contracts by major mobile
carriers. Apple's iPhone takes advantage of that.
3. The marriage of
hardware and software
The
best thing about the iPhone is that it delivers an extremely strong marriage of
hardware and software. Unlike Android, which is an operating system used by a
host of vendors that didn't develop the software, iOS is Apple-made. The hardware
it's running on is Apple-made. That means Apple can control (and generally
improve) the experience of using its iPhone. Its competitors can't do so to the
same degree.
4. An overall product
strategy
Apple
has rightfully realized that in order to be successful in the mobile market,
it needs to carry a certain product strategy throughout its mix. So, the more
successful Macs are, the better its chances of selling an iPhone or iPad. The
same thing could be said about the effect of massive iPhone sales on the
continuing success of the Macs. Apple's overall product strategy is the secret
sauce in the company's success.
iPhone's Enduring Success: 10 Tactics That Keep the iPhone on Top
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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.
