I would like to expand on Masaki Tajima’s blog apples-big-iphone-disappointment. As Masaki suggested, Apple’s consumers would start to expect more and more lists of innovative features and designs from its new products as it plays and increasing role in the market. When Apple’s new products don’t live up to the expectations, disappointment among the loyalties is created. In this case, the introduction of the iPhone 4s raised a questionable concern of the public. People looked forward to more than just improvements of its existing features from iPhone 4, they wanted something fresh.

Picture Source- google.com

Although Apple has a large consumer base, such disappointment might also lead to a decrease in consumers’ loyalties to Apple. As the mobile device market is becoming more competitive day after another, consumers would be easily tempted to look for other close substitutes. The introduction of iPhone 4s might, therefore, lead to a decrease in projected sales of the upcoming products. As a result, the threat of substitute for Apple, iPhone 4s specifically, would be increased. Although not to the point of brand crisis, it would definitely have a negative impact on Apple.