iPhone is the pioneer smartphone that enhanced the mobile phone users’ experiences with its touchpad feature. iPhone has significantly impacted the market share of all leading mobile phones worldwide and has been successful in developing a loyal customer base (Keller, 120). Hence, the paper will analyse the success of iPhone in the smartphone industry and the customer perception about iPhone to gain a deeper understanding about the strategy followed by Apple to exceed the expectations of its customers and make them loyal to the brand. Research objectives Since the foremost goal of the research is to determine the customer perception about Apple’s iPhone, the main research objectives that are addressed in this paper are as follows: 1. To determine the best features of iPhone 2. To identify the customer loyalty level with iPhone 3. To analyse the factors that created a distinctive image of iPhone in the market Importance of the study With the help of the study, an understanding about the elements that form the customer perception about a brand will be identified. This research will allow the evaluation of various factors that have been the source of Apple’s success. When the marketing strategies of top-ranked brands are studied, it assists in analysing the key constituents that are taken into account to create the desired brand image and the steps taken to retain the customer’s attention. By studying the customer perception about iPhone, the research provided details about interesting facts that the company focuses on exceeding the satisfaction level of its prestigious customers. Limitations of the study As there were time and resource...
This report stresses that iPhone is considered to be the best brand in the smartphone industry as it has been providing an exceptional experience to the users. With each new breakthrough invention, Apple continues to enhance the customer expectation level; it has definitely an excellent perceived quality which is evident from the growth in number of customers every year. The phone developers have done a marvellous job by creating the smartphones in a simple and easy to use form. However, the company should try to attract the people of old generation by offering them attractive packages. Apple should try to grab their attention by informing them the positive sides of using the smartphone.
This paper makes a conclusion that the customer perception about iPhone is strong and positive and they have trust in the brand that they will be offered only genuine and fine quality products which will ensure that they get value for their money for a long period. As the quality of iPhone is durable, there are fewer chances that the customers face any problem when using it; in case of any issue, they can easily contact the company’s representative who will resolve the matter as soon as possible. Providing customers the after sales services also impacts the brand image of the product in a positive way. Such value added features increases the chances of customers for making repeat purchases when they plan to buy a similar product in future.