Apple is or was known as the “cool underdog”, who blew the world away with its innovations. When people think of Apple, they think of iPhone or iPad. At a glance, it appears that Apple was the first company to create such products. Yet, this is false because they rely on “reinvention” opposed to creation. By positioning itself as the market leader of reinvention, Apple nabbed the gold medal within the consumers’ mind. They were the first to establish distinct points of differences from its competitors.
One key difference is their attitude; “the people who create the products have to want it themselves”. More simply put, the engineers are the potential customers. Their success is linked with its dominant marketing campaign. Despite a lack of originality, their sales continue to rise. However, Apple’s Rival, Samsung, has begun to “reposition the competition”. An interesting ad has caught the attention of many consumers including “die-hard Apple fans”.
It seems that Apple is at its peak and there is nowhere to go but down. This raises the question: Is there an everlasting position in the consumers’ mind or do consumers simply want the “next big thing”?
http://www.cbc.ca/news/business/story/2012/09/21/f-vp-pittis-iphone-launch.html
http://www.quickmba.com/marketing/ries-trout/positioning/
http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/