In Jinzhe Jiang’s blog titled “What is Apple’s magic”, she listed several reasons of Apple’s success and analyzed this firm using Business Model Canvas. In her opinion, Apple’s success is because it knows how to fresh customer segment by continually updating useful functions and have advantages over competitors by using a unique operating system (IOS). Having its value proposition, which is to make customers’ life much easier, and customer segment working correspondingly, Apple is now the dominant force in electric industry.
I agree with the reasons she talked about, but what I essentially wish to add, is that Apple is successful also because it defines itself into the right category, realizes the point of parity and point of difference, and make products based on customer needs. Apple’s point of parity, as other competitors, is that it makes electric devises. In order to beat its competitors, Apple enlarges the point of difference and amplifies its influence: it has a unique operating system called IOS, a linked connection among all apple products through ITunes (which is easier for backup), an easy-to-remember name and logo, and comprehends after-sale services. The strong hold on consumers is another highlight of this brand. People buy why you do it, not how you do it. With the value proposition of making life easier, Apple launches products with useful functions, such as waterproof and 3D Touch. As customer segments find convenient using Apple products, they feel the value proposition and stick to such brand.
Another reason for the possibly increasing Apple demand is the failure of its competitors. Samsung Galaxy Note7 had exploded and caused fire for more than thirty times within one month after launching. On October 14, the U.S. Federal Aviation Administration announced that it would ban this particular type of phones from all flights. Such action will severely affect the demand of Samsung and people will shift to Apple for alternative. Sometimes success or failure just happens by luck.