Marketing in Action: Apple: The Keeper of All Things Cool

1. How do Apple users differ from PC users or Blackberry users? How does Apple’s
brand image differ from competitors images?

More than facts I read opinions about people around the world who fell deeply in
love with apple to understand them more because I didn’t have the chance to avail the
chance to avail the apple experience. Well compared to blackberry, they say apple is for
the average Joe who loves gaming, social networking taking photos and other stuff
while blackberry is strictly for work purposes like e-mailing, document making and
editing, texting and calling with ensured security. You see, apple users and blackberry
users are from two different worlds targeting different sides of demographics. But what
sets apple apart is targeting the average Joe meaning the general chunk of population
who do the typical stuff like play games, sit on social media and take photos. And by
saying general, it also includes the business Joe. He might use blackberry for formal
and work purposes but he would still have and prefer an Iphone for personal use. So far
that’s how people perceive both brands and apple has clearly set its own image apart
from others, targeting the common people’s triggers and levelling up their products to
create a need of patronizing them through providing quality images with their camera,
great gaming experience, fast and enjoyable social media browsing people actually say,
how much better can an Iphone get?

2. Why are Apple users so loyal?

According to beyondphilosophy.com, Customer loyalty is the result of consistently

positive emotional experience, physical attribute-based satisfaction and perceived value
of an experience, which includes the product or services. But these things that
contribute to customer loyalty won’t be achieved without understanding the customer
first. For me, that is the strength of apple and that what keeps customers from coming
back and loving them more. Not everybody could afford an Iphone but apple still
provides the gift of experience to their customers for even just an hour or two partnered
with a cozy and inviting environment for mingling with other people and not to mention
their active sales staff. You know, apple doesn’t make you feel that you can’t have it or
at least try it and they make sure that once you have it you’ll keep an eye on every
apple product they would release. Many brands would have varied strengths and
product focus but apple targets what the general want which is quality and resiliency.
Avid users of apple products find it cool how they could cram a so much of good quality
in one sleek laptop or Iphone without sacrificing durability. And according to their users,
apple makes them feel elevated and ahead of everyone by just having one.
3. How does the chapter-opening Apple story relate to major concepts in the consumer
behaviour chapter?

Understanding your customer is essential but difficult to do. The chapter-opening

Apple story relates to the major concepts in consumer behaviour for it shows how they
targeted their customers by understanding what ticks them deep down and crafting their
products for their customers like it was really designed for them. Consumer Behaviour is
affected by many aspects such as culture, psychological, personal aspects and many
more but it is evident that apple had broken through this because they had crossed
varied cultures and countries and is patronized by people around the world. This proves
that apple is keen on observing consumer behaviour and applying to their brand. They
always innovate based on the information they get from consumers because consumer
behaviour may vary from time to time and every update from apple that matches their
needs and wants would always keep them from asking for more. Apple was never
named the keeper of all things cool for nothing and understanding consumer behaviour
well became the key to their success through designing products based on consumers
needs, creating an en inviting environment in apple stores and targeting a wide variety
of consumers in one single Iphone, Ipad or laptop.