Daniela Cornelia Buenaventura Marquez

183183
MKTG 111|B
Apple Ranks No. 1 in 2019 Best Global Brands

Nowadays, when you say Apple people no longer only think of the fruit, the image of Apple’s
logo comes to their minds. Without a doubt, Apple the most successful technology companies
in the world and they continuously garner popularity annually. But why is this so? Despite
being specialty product it is very well sought after; consumers are almost always willing to make
the special effort just to purchase their products so much so that there have been multiple
occasion where people have lined up and camped outside Apple retail stores simply just to own
the latest release. In terms of product attributes, Apples quality levels and consistency remain to
be consistent in the sense that they are continuously improving and developing their product’s
internal make-up and interface with the use of processors that are even said to be at least two
generations ahead of Snapdragon processor available for Androids. Moreover, Apple
religiously offers iOS updates for all their users with new features each time- the latest update
being the iOS 14 update with the new widgets. Although you may hear complaints from people
that the update always slows down your phone just to encourage you to buy the newest model, have
people stopped purchasing Apple? No. Apple products offer multiple product features
depending on the type of product, take for example the latest iPhone 11 no longer only comes in
the traditional space grey, gold, silver or rose gold but it comes in other vibrant colours (purple,
yellow, green, red, white) and the latest release of the iPad Air in 2021 will come in vibrant colours
as well (such as green and blue), using the word diversity to market it in their commercial. Their
devices also come in different storage sizes so you can choose one that is more suitable for you.
Moreover, their devices (iPad included) all have the triple camera system in them offering quality
photos. In terms of interface, Apple has what they call the user-friendly interface compared to
Android which shows to be too complex for some people as it is too much customisation
whereas Apple’s interface is able to provide simplicity and functionality. Though one may
argue that that’s all interior, what about packaging? Well, Apple makes it so that their
packaging is as sleek and visually appealing as the product inside. It’s designed to look clean,
minimalistic, and simple, for the consumers, its easily understood. After purchasing the
product, Apple offers service warranty and repairs at their stores. One may even say that the
Apple retail store itself is an experience on its own as you are very well assisted during and
after your purchase. Moreover, there are other support softwares such as the iCloud that make
the experience of having an Apple better. Undoubtedly, Apple is a well-established brand. So
long as it’s Apple, people automatically associate it with high quality, high class, top tier
technology. So, you can say that maybe Samsung has released a phone that could have a
slightly better processor, but Apple is almost always the first choice. Nowadays, people buy it
just because its Apple; that is how strong of a brand it has become. Apple has the ability to
make what is supposed to be a mere want, a need. This is why Apple is successful.