By: Samantha Colledge
Apple, the multinational technology corporation, has consumers hooked every time a new product is released with many even queuing for hours just to be the first to get their hands on the latest iPad, iPhone etc, with some consumers even stating that they feel as if they have an addiction to the products and the brand (Chi 2018)
“Come to me, you thing of beauty, for I must have Siri on my wrist”.
https://www.theguardian.com/commentisfree/2014/sep/10/addicted-apple-watch-technology
The company was founded by Steve Jobs in 1976 in California, USA and is one of the most popular and successful technology companies arguably due to the aesthetic of the brand rather than the quality of the products.
Originally Apple strictly produced computers, with the Apple 1 computer being the first personal desktop to be introduced into people’s homes. Since then the company has branched out in terms of the types of products it produces ranging from phones, headphones, watches, streaming services and the list goes on meaning by creating all these different products Apple is expanding their brand presence thus increasing the popularity of the brand. This brand presence is also promoted through the use of social media as users on apps like Youtube and Tiktok are creating video tutorials on how to make your iPad/MacBook aesthetically pleasing, thus increasing Apple’s brand presence and encouraging others to invest in these products and conform with the trend.
Alongside their network of different products, Apple cleverly ensures that consumers are kept interested in the brand by releasing a new iPhone annually while simultaneously decreasing the speed of the older models thus increasing the demand for the new phone providing consumers with a faster better quality service and so improving the brand’s image while also collectively shaping consumers beliefs that they must have the newest iPhone with it eventually becoming a part of their identity(Blumler and Katz 1973). This strategy is effective from an economic perspective as it means that Apple are able to continue to make money as consumers are essentially stuck in a vicious cycle whereby the product becomes less reliable and so results in buying a newer model rather than looking elsewhere.
Apple also strategically manipulate consumers by having a degree of consistency across all products ensuring that they are easy to navigate and so once consumers own one Apple product it is easier to buy from them again rather than having to understand how another brand has constructed their devices. This therefore creates a loyal relationship between the company and the consumer as we as consumers find a sense of comfort in the consistency across the different products ensuring that Apple are able to continue to make money (Horkheimer and Adorno 2017).
Bibliography:
Charles Chi Cui a et al. (2018) Brand addiction: Exploring the concept and its definition through an experiential lens, Journal of Business Research. Available at: https://www.sciencedirect.com/science/article/pii/S0148296318301036?casa_token=_I7JUgVpAE4AAAAA%3AlEXwzhfMRhh2W8FDwuFVKewKETXUPUqkoNLB1pSmfrPGMq8v3YHiaJKdpE3QB8ftmLwkN6NMXQ#section-cited-by (Accessed: 20 October 2024).
Horkheimer, M. and Adorno, T.W., 2017. The culture industry: Enlightenment as mass deception. In Karl Marx (pp. 405-424). Routledge.
Katz, E., Blumler, J.G. and Gurevitch, M. (1973) ‘Uses and gratifications research’, Public Opinion Quarterly, 37(4), p. 509. doi:10.1086/268109.
https://www.theguardian.com/commentisfree/2014/sep/10/addicted-apple-watch-technology
I liked how you applied the two-step theory to Apple. Because I also ask myself if I need all these Apple products. It is also crazy (and wrong) how Apple admits to slowing down their older products to make us buy their new ones. But their power over media makes it so we see past that.
I liked how detailed research into Apple was done and how they keep consumers interested by releasing a new iPhone annually. It is also interesting how you speak about consumers making Apple products a part of their identity, as I see this online. On TikTok, people often say they must have a whole ‘ecosystem’ of Apple products as it fits the aesthetic. It is also good to mention Apple’s relationship with consumers, as they feel comfortable buying Apple products, which creates a good market and a lot of profit as consumers always want to have the newest iPhone. However, I do think the quality of phones is getting worse, which is causing consumers to think differently about what to buy as they want to make their money’s worth.
I really like how you have used “supply and demand” to help show us how Apple gets consumers to want to buy more/newer Apple products. With the cycle shown by you, you show us how Apple as a business works and how we, as consumers, want to stay with something that we know rather than switch. I also like that you used the consumer as a selling point to show the world how we, as consumers, can make our Apple devices look and feel nicer/aesthetically pleasing. One thing you could have expanded on a bit more was to show an age chart on which age groups tend to upgrade their iPhones the quickest to add a topic on how certain age groups think. Overall really good
Your post effectively explores the psychology behind Apple’s market strategies and their impact on consumer behavior! I appreciate how you’ve connected brand loyalty with the “culture industry” theory, demonstrating how Apple’s consistent product design and strategic releases keep consumers deeply engaged. Your discussion on social media influence and the “vicious cycle” of upgrading devices is both spot-on and thought-provoking. Additionally, your critical analysis of Apple’s influence on technology and culture is insightful, bringing a fresh perspective to the conversation. Great work!
This is so true! Speaking from personal experience, I have found myself buying the newly released iPhone when my current one was working absolutely fine. There is literally no need for me to get the new one, but I just find myself tempted to do so. This directly links to your explanation of the psychological impact behind Apple’s marketing strategies. This also makes me think of the whole trend of someone having an “Apple Ecosystem,” they cleverly make a want into a need.
Well done on the blog! I loved reading it 🙂