New iPhone has come to public and many older iPhone holders are ready to upgrade. There are researches shows that 45% of iPhone 4 holders and 40% of iPhone 4s holders are intent to buy newer iPhone (McCarthy). Why are people so obsessed to this item? I think there are several aspects.
To begin with, Apple does a good job in marketing. Before iPhone 6 and iPhone 6+ come out, there are plenty guesses and information about next iPhone which turns out to be not true. This is the first time iPhone comes with two sizes: 6 and 6+, and people get chance to choose the product they prefer. This is probably a result from competing with Samsung’s Note which has bigger screen than past iPhones and there are some consumers complain about it. It is not what Apple usually does because their high quality of product is made by controlling consumer’s choices and is little customized. This action allows two group of consumer to choose their preferred product, one who want Apple to stay their normal size and one who want bigger size iPhone.
Additionally, iPhone watch and IOS 8 system added credit to this new Apple product.