[leocgcd]

Joke or not, you're still demonstrating that you're naive about the scope of brand strategy.

The majority of brand management work is not material that is shown to the public, it is strategic decision making about how to position a brand and control it's reputation across markets. This includes yuppies in NYC and teenagers in Southeast Asia. The cultural positioning of Apple is a function of western hegemony and global memetics. An Eastern European housewife that wants an iPhone doesn't want it because she's done the tech research to understand that it is the most reliable and technically sound product, she wants it because Apple has taken great care to maintain their image through brand strategy. She probably sees iPhones on social media, in the hands of celebrities, the nicest store in her city is the new Apple outpost, they're teaching classes on apps and she wants to have the experience that she sees other iPhone users having.

Your misunderstanding is a larger trend in the tech space of people overvaluing "utility" instead of recognizing that the driving forces of any industry-- not just tech-- cannot be reduced to a spec sheet.

[keiferski]

I actually live in Eastern Europe, and no, that woman doesn’t care about the iPhones in the hands of celebrities and there is no Apple Store here, and the top shop that specializes in Apple products is mediocre and has bad reviews. In fact, there are no Apple Stores in a lot of countries. [0] There is also minimal advertising done by Apple - although there is a ton by Huawei (how well do you think that works?) iPhones are popular because they’re perceived as a high quality product from a dependable Western company. Not because they have billboards and celebrity sponsorships.

You really don’t seem to understand how widespread Apple is, and instead are intent on portraying yourself as some kind of expert that puts down others. Their popularity isn’t merely due to some brand strategy plan, as their products are practically a baseline of modern life at this point.

I didn’t say anything about “utility” I said their products were higher quality, which they are. Especially on the design/UI front. People buy them because the competition simply isn’t as good, among other social reasons. A mastermind branding plan is not really that relevant when you’re already as widespread as they are. Nothing I wrote has anything to do with customers doing tech research.

So just to reiterate and wrap up this conversation: no, Apple is not widely used because their branding team crafted a smart campaign for every corner of the globe. They are widespread because they’ve been making solid products for a long time, people use them, and then form an impression that they’re quality products. All the advertising and celebrity sponsorships and everything else are dressing at best.

This is a unique situation and if you were talking about anyone other than Apple, I’d agree with you that the market positioning / PR is key, but in this instance it’s simply not the case.

0. https://en.wikipedia.org/wiki/Apple_Store#Countries_and_regi...