Still remembering July 23rd in 2010, numerous apple loyalists were waiting on a long line outside the apple store for the newest generation iPhone 4. At that time, I was so impressed by the crowded scenery that have never happened before in Canada. One year later, apple attempts to capture customers’ attention again by developing a next generation, iPhone4s, and its release date becomes the hottest topic among Canadian. Why are so many people on the waiting list to scramble for the next generation? That’s because of apple’s successful positioning in the mind of customers. Writing in the book Positioning: The battle for your mind, Ries and Trout emphasize that the easiest way of getting into someone’s mind is to be first. By capturing the “first mover” positioning, iPhone will not worry about being surpassed by the other smart phone.
When mentioning iPhone, everyone agrees that it is an advanced technology with superior operating system that no phone can triumph over it. There is no doubt that iphone has already been positioned as the most powerful cell phone in this competitive market. First mover with high quality succeeds in controlling customers’ mind to focus on the next generation of iPhone.