Apple Company sold 10 million iPhone 6 and 6 plus in their first week of selling, which is twice more than the 5 million selling record of iPhone 5 two years ago. (Picture from http://images.chinatopix.com/data/images/full/14925/iphone-6-and-iphone-6-plus.jpg?w=600)

How can Apple sells its phone in such a fast and growing speed? Although the growth in the technology and average income makes iPhone 6 and 6 plus slowly turns from a luxury into a necessity that stimulate more people to purchase, I think the most significant strategy that Apple uses is direct selling. Apple does not find any middleman or retail store to help them sell Apple’s product; instead, it runs its own stores. Therefore, the selling statistics and feedbacks Apple directly gets from getting contact with customers in Genius, a certain place where Apple set workers to help consumers with technology support, would help them know the most common problem that Apple has. Once the inventory department gets this information, they would start to improve their products and cut the variability. Thus, the iPhone they invent always meet most of the expectation that customers have; iPhone 6 has lightweight, fast speed, glamorous structure etc. Customization helps Apple wins more customers even though iPhone costs a high price.

http://www.cbc.ca/news/technology/apple-iphone-6-and-iphone-6-plus-break-sales-record-1.2773981