The IPhone is extremely popular, not only because of the technology present but also the feelings people associate with the IPhone. The IPhone is almost universally viewed as sleek, fashionable, and cool. When some people see others with a flip phone they look down on them and think it is strange. Flocks of middle school children go home to their parents and whine “Everyone at school has an IPhone, I need one or else everyone will laugh at me!” This is due to Apple building a powerful brand. A brand is defined, as we talked about in class, as the feelings that a consumer associates a certain logo or company with. Apple has built a brand that represents innovation, high status, trendiness, and style through their designing and advertising. Their advertisements are very stylized and recognizable, showing off some of the more unique and cool applications of their products, all with a catchy song playing in the background. Just look at this ad for the IPhone.
This success of the IPhone seems to be upsetting certain CEO’s of rival companies. Nokia’s Stephen Elop and BlackBerry’s Thorsten Heins in recent weeks have taken to the practice of bashing the IPhone instead of advertising their own products. This clearly shows that they are feeling the pressure from Apple. As you can see in the picture below, Nokia’s Stephen Elop appeared on a Finnish talk show, and grabbed the host’s IPhone, tossed it to the ground, and muttered that it was “embarrassing” how low tech the IPhone now is compared to Nokia’s new phones. BlackBerry’s Thorsten Heins declared in an interview that “The user interface on the iPhone, with all due respect for what this invention was all about, is now five years old.”
This causes me to wonder if these two CEO’s have a point, no matter how childish their antics are of insulting the IPhone. Or are they just grasping at straws and trying to be controversial in order to get back in the spotlight? It causes me to think about the ideas of brand that we spoke of in class the other day. Even if Nokia or Blackberry did have superior technology to Apple’s IPhone would it even matter? People would still buy IPhones because of the feelings associated with Apple products that make people feel cool, stylish and part of the “in” crowd.
Apple’s domination in the phone market has made me realize how much a brand can do for a company. The Apple logo is universally recognized and it brings up similar feelings about the company. If a company has a powerful brand it can spark longtime steady profits even if it is passed up in quality by another lesser known company, and I find this to be a very interesting and powerful thing to have.
Read more in this article: http://news.cnet.com/8301-17852_3-57576015-71/in-trouble-tech-ceo-bash-the-iphone/