The overwhelming demand for Apple products never ceases to surprise.
From an empirical point of view, Apple Inc. does not seem like it should be obtaining the level of success it is currently at. The price of the iPhone 5 is $649 is roughly the same as its main competitors: Galaxy S III $600-$650, and HTC One X $625, so why is the iPhone garnering much longer lines all over the world compared to its competition?
Other than the overwhelming popularity the it’s getting, the iPhone 5 isn’t much different than it’s competition.
The answer is related to Brand Positioning.
Do the two phones really look THAT much different? I think not.
By advertising key features with intriguing strategies, Apple makes its products seem revolutionary. Apple successfully positions themselves in the minds of consumers that THEY are the market leaders, consequently being the number one choice in technology for many consumers.
Although the iPhone 5 is more evolutionary than “revolutionary”, the marketers at Apple Inc. have done a remarkable job in making a phone with a slightly larger screen, faster processor, and minor updates seem like a completely revolutionary phone the world has never seen before. By marketing products that seem cool, Apple’s products are irresistible.