One of the questions that I get asked about as a business school student is why the iphone always win? In today’s oversaturated smartphone marketplace, iphone has maintained its ionic and dominate statues since 2007, the iphone 1^st has released. I think the value proposition of Apple company effectively sets its product apart from numerous of other competing smartphone brand. In other words, the iPhone designers have acquainted with consumers’ desire from smartphones.  The value proposition plays a significant role in a company’s sales, because they convince the prospects why they should buy your products rather than your competitors.

The value proposition of iphone designing is simple but effective. I concluded it into two points based on my point of view.

1. iPhone has appealing, innovative external design

For any product that Apple creates, they all have a simple but high-tech iconic look, iphone adopts this visualization on their following NEW products as well. When iphone was announced to the market for the first time in 2007, Consumers were amazed by its angular and metallic look. The large and sleek touch screens favored people from all ages. The high-praised, innovative look of iphone 1^st successfully draws prospects’ attention and curiosity to the look of NEW iphones. Apple never disappoint consumers, they keep changing the new products’ look in order to prevent consumers’ aesthetic fatigue. New iphones reduce the thickness of the products, enlarge the size of touch screen, and provide more choice for the phones’ sizes. Besides, designers always adding fresh, visual elements for example the feminine color rose pink to attract female customers.

 

2. Convenience & Simplicity

IPHONE believes a phone “should be more than a collection of features.” In other words, the features of smartphone should bring exact values to users.  The designing of ios system fulfills customers’ demand. One of the features, TOUCH ID wipes out users’ concern about their security concern of their phones. Customers adores the idea, because taping the fingerprint on the home button is  so much easier than inputting a series of numbers(letters) for every time you unlock the screen. Morover, iphone runs in a relatively stable and confidential ios system than the Android phones. Thus iphone users are having less possibilities that their information is hacked. Apart from the security features, the imessage, icloud, and airdrop functions make us stick to the apple product.  Imessage supports the voice message and picture/video sending. Indeed, this function works for users who have limited amount of text messages sending. Airdrop, and icloud also do a great job for apple users to transfer their files between serval devices.

 

As my classmates, Claire Lee mentioned in her blog A Goodbye To A Legend, the failure of blackberry was due to the brand’s unsuitable value proposition. Compare to iphone, black berry lack of innovation on their external designs, thereby customers are easy to get sick and tired of their products look. Second, black berry has smaller customer base than iphone. The Blackberry products are mainly design for businessman, and the company insisting on improving their products’ security and quality rather than developing more practical, new features on their new products , thus blackberry lost their old customers fastly. Third, Blackberry does not pay attention on the convenience of their products. Contrast to the blackberry’s little keyboard, customers usually prefer to type/ handwrite in a larger touch screen. Balckberry’s fall and Iphone’s rise demonstrates the significance of adopting the suitable value proposition for the company.

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Resources:

Shewan, Dan. “WordStream.” 7 of the Best Value Proposition Examples We’ve Ever Seen. Http://www.wordstream.com/blog/ws/2016/04/27/value-proposition-examples, 14 Oct. 2016. Web. 31 Oct. 2016. <http://www.wordstream.com/blog/ws/2016/04/27/value-proposition-examples>.

Bajarin, Tim. “6 Reasons Why Apple Is Successful.” Time. Time, 30 Nov. 2016. Web. 31 Oct. 2016. <http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/>.

Villapaz, Luke. “Apple IPhone: Six Years Of A Stunningly Successful Advertising Campaign [VIDEO].” International Business Times. N.p., 05 Dec. 2015. Web. 31 Oct. 2016. <http://www.ibtimes.com/apple-iphone-six-years-stunningly-successful-advertising-campaign-video-1414562>.