The lineup for the iPhone 5 in Munich via CNBC
It’s been a few weeks since the launch of Apple Inc.’s iPhone 5, and the list of manufacturing defects and software bugs is already quite long. Personally, I know people on their second or third iPhone 5 who complain about the weak battery life, scratches in the aluminum, etc. When I ask what they like the most about it, there are no real answers; it somehow “feels” superior. It may be a stretch to call this phenomenon a cult, but this video from Jimmy Kimmel may make you think otherwise.
At the launch of the iPhone 5, the image of the device spinning in a lazy circle alone had the audience clapping and cheering. When it comes to brand positioning in consumers’ minds, Apple has got it down.
A video during the iPhone 5 launch praised it’s new 4G LTE feature and the sleek manufacturing process. However, 4G LTE has been available on other phone models and manufacturing processes are easily mimicked. The key is that consumers believe that Apple is doing it first, or in an improved way. Because of this, Apple has maintained its top position of multiple ladders.