The iPhone 5: “Oh Yes!” or “Oh No?”

By , September 24, 2012

Okay, by now you’ve probably heard all the hype about the new iPhone 5. Apple fans are praising it; comedians are lampooning it; and the stockbrokers on Wall Street are enjoying every minute of it.

According to USA Today, iPhone 5 retail sales appeared to be exceeding expectations as Apple stores were inundated with customers snapping up the company’s latest model. Outside the Upper West Side Apple store in New York City, hundreds were lined up around the block as blue-shirted Apple employees walked around the line, answering questions and handing out free coffee.

But Apple fever isn’t only taking place in America. Hundreds of cold and tired customers were lined up outside the Apple store on London’s Regent Street the night before the iPhone 5 release. Many had been waiting outside the store all night without food or anything to sit on, but the general consensus seemed to be that the hassle was worth it.

While this USA Today report clearly shows the fanatical devotion of Apple’s fan-base, one thing seems to be missing from the article: how Apple created that amazingly high level of brand loyalty.

Having read numerous articles about Apple’s success over the years, there are a few things that really stand out about the way they operate; things that, no doubt, helped foster the intense loyalty of their customers. And I’ll share them below, along with some insightful gleanings from a recent article in Forbes Magazine about the Apple brand.

Insight #1: Don’t talk about what you do; talk about what you believe in!

Apple doesn’t talk about the actual products they sell – they focus on the experience offered. Just take a look at their mission statement: “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.” With this mindset, Apple can easily tap into the customers’ emotions, and intrigue them with the core philosophy of what makes its brand tick.

Insight #2: Infuse your brand with powerful, passionate and pure dedication!

If you’ve already read Walter Issacson’s comprehensive biography about Steve Jobs, you’ll know that he was hard on his employees – but remarkably dedicated to his clients. His demand for achieving perfection helped to create an emotional connection with Apple customers; they saw firsthand the passion and dedication that went into making each product, and responded in kind by embracing the brand wholeheartedly.

Insight #3: Offer a product that’s (almost) always better!

While the new features offered by the iPhone 5 are being analyzed by pundits across the world to determine whether they’re indeed noteworthy, Apple as a whole has consistently rolled out products that up the bar and take technology to levels previously unimagined. Apple fans have come to love the clean interface, sleek look and utter simplicity for which the brand has become legendary. Small wonder why Apple’s stock shot up more than 500% over the past five years.

In closing, whether you own an iPhone, Android or BlackBerry, take into account what Apple has done to boost the loyalty levels of its customer-base…and then put down your phone to start implementing those attributes into your own company.


Onwards and upwards,

Meny Hoffman

P.S. Are you an Apple fan? Let me know what you like most about the Apple brand by commenting below – I’d love to hear your thoughts!

Meny Hoffman

Meny Hoffman is the Chief Executive Officer of Ptex Group, an Inc. 500/5000-ranked marketing and business services firm headquartered in Brooklyn, NY.

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