Why do you buy what you buy?
Why do you buy iPhones?
Why do people buy iPhones?
Do you ever stop to think about it? Do you ever stop to contemplate your reasons for buying something?
Why do i buy iPhones?
For the longest of time, I struggled to find the answer, even though i use iPhone for pretty much everything. It’s my wallet, my calendar, my notepad,
my connection to work, and yes, the tool I use to get in touch with the world.
Let’s take this iPhone 11 Pro Max I’m using right now. Why did I buy it? Well, First of all, I truly needed it.
Perfect, why else did I buy it? Is it because of what it does for me? Sure. Is this iPhone a device used to get things done? Sure. Is it for entertainment purposes?
Sure. Is it a tool used to create entertainment? Sure. Is it to produce content? Sure. Is it to store and edit pictures? Sure. It is to stream music? Sure.
Is it to handle my email? Yes.
Sure. It handles all of these tasks. But those are the rational reasons why I buy iPhones. Let’s look at the far powerful, typically implicit, emotional reasons why i buyiPhones.
Far way back, before Apple totally and completely dominated the tech arena with the iPhone, iPad, new Macs, etc., Apple positioned itself as a brand
for creators. It is practical to state that Steve Jobs created a cult, a Culture for Creators, by Creators, for people who take art, innovation and creativity seriously converging
with nice, excellent design.
This philosophy was very specific. This philosophy was not for every person. This philosophy flew the black pirate flag over corporate headquarters in an act of disobedience
(yes, indeed). At the beginning, Jobs positioned Apple to care about art, innovation and creativity. Apple was — and still is — for people who care: People who care about innovation, people who care about the price, people who care about the quality, and most importantly, people who care about the customer.
Please keep in mind: Apple never was, nor is it currently, for every person. It is still for specific.
Because of this skillful positioning and completely careful attention paid to design through end user understanding, Apple enjoys “luxurious pricing” with very
little discounting. Moreover, the company receives massive loyalty to the brand.
You know how some people gets thrilled when they land on Disney World in Orlando? As if they are finally seeing their childhood dream come true in front of them?
Some people gets thrilled when they finally land on Cupertino, CA, to experience for themselves where it all started. And to see where the Real Magic gets created to this
day. I belong to that group of people. (I’ll take the pilgrimage to Cupertino, not Orlando.)
Why do people buy iPhones?
We buy iPhones because of our profound emotional connection to the brand. Like loyalty to a beloved college football team, it is a resolute, inconspicuous
connection, never to be broken. We buy the iPhone because it’s a phone that Apple built for enthusiasts. Using an iPhone is real enjoyment, real gratification, real pleasure. It is smart enough
to know to get out of the user’s way and allow her to get to the significant job of productivity.
This is a value that Android creators never got. They still don’t get it. And they never will.
That’s perfectly okay: it isn’t for them. iPhones are for people like us who do things like this. Apple knows exactly how to get the user experience aspect of their devices just right. The Cupertino company knows precisely what users want in a smartphone with regards
to user interface and security.
Apple Bosses work very hard to ensure they don’t do anything
to bungle this profound , emotional connection they and the brand has with tons and tons of people around the world. They are aware that they are in an extremely jealous
business position with their luxury product pricing on consumer and professional goods.
The difference between Apple Bosses and bosses of other companies is Apple executives actually value what they do. They value music. They value art. They value
bleeding-edge Tech. They value design. They value execution. They value the magic of small teams. They value building community
around Apple Stores. They value emotions. They value people. They value legacy.
We buy iPhones because of emotional bond. We buy iPhones because of community. We buy iPhones because it makes us feel special associating with the brand.
We buy iPhones because it is for Creators, by Creators. We buy iPhones because we want to make things better by making better things. And we want to look good
while doing so.
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