I begun to queue up for new iPhone 5s at 3 am on September 20th, but unfortunately, I still didn’t get the gold one because Apple only had very limited quantity of the gold iPhone 5s. Fewer days later, the gold iPhone 5s was sold on EBay and the price was more than 1000 dolor! Why the gold iPhone 5s is so hard to but and still some people willing to pay lots of money but it? I think it is due to two reasons.

The first is Apple’s number one brand position. Most consumers trust Apple’s products even they never used them because Apple is the number one brand. This brand position value plays an important role to influence consumers’ decision when they choose to buy a new phone. They always think of the  iPhone firstly.

The second is the Apple’s hunger marketing strategy. Apple reduces the supply of the gold iPhone 5s and causes “ demand exceeds supply” which attracts more people’s interest of its products and increases its products’ value. Some people are willing to pay more money to get the scare gold iPhone 5s. “Objects are valued because of their rarity”.

References:

http://www.ibtimes.com/gold-iphone-5s-where-still-buy-apples-rare-gold-iphone-1409270

http://blog.gsmarena.com/apple-retains-position-as-worlds-top-brand/