Three Reasons The iPhone 6 Will Keep Apple On Top
The rumor mills are at it. The Internet trolls are coming out from under their cyber-bridges. The social media sites are abuzz with opinion, positive and not. September 9 is fast approaching. That's the date, as rumor has it, that the Apple iPhone 6 will be released. Everyone wants to know whether this next generation Apple iPhone will prove that Apple still has what it takes to be the standard bearer in the category.
I vote 'yes.' It's a preemptive vote, but I have my reasons. I've always been an Apple guy, but my reasons for voting that this iPhone will be a winner are based more on my instincts as a branding professional.
Of course, you don't have to be a branding professional to understand that smartphones have become mission critical to everyone's lives. They're no longer nice-to-have conveniences, a way to tell someone you're stuck in traffic and will be late for dinner. Rather, they're life lines. We shop with them. Pay bills with them. Document our kid's first day of school with them. Check into airline flights with them. Jog to music with them. Find out alternate routes around traffic jams with them. There are no excuses or empty rationalizations required for wanting the best smartphone money can buy.
So, my reason one. Even though the iPhone 6 may be among the most expensive on the market, rumor has it (strongly supported rumor) that it will be made from materials that are scratch-resistant and far more rugged and durable than any other smartphone on the market. More than this, even though it will be more rugged and durable, it will also be lighter in weight than iPhones past. Plus, in addition to the standard 4.7 inch model, speculation has it that Apple will offer a model with a 5.5 inch screen. Much like Apple's last new release with the iPhone 5, the iPhone 6 won't be a total reinvention. But, like the iPhone 5, it will offer a few, very simple, very smart features meant to make life easier. People like very simple, very smart things that make life easier. And, I believe they'll be willing to make the investment, especially the Apple loyalists.
This leads me to reason two. Apple's game is not necessarily to get Samsung people to switch to Apple (although they'd be delighted if they did), but to hold onto their base. Give Apple enthusiasts more incentives to remain Apple enthusiasts, and they'll be fine. Make their phones stronger and lighter. Give them a screen that's bigger, but still fits nicely in hand. Shore up the battery life. Keep coming up with apps that make their phones even more indispensable. Not revolutionary. But evolutionary enough to keep the base justifiably satisfied with their decision to be Apple advocates.
Reason three from a brander's perspective? Among the things that Apple has that no other brand in the category has been able to touch is badge value. Much like the old American Express positioning when first launched, there are those who feel strongly that you 'can't leave home without it.' The Apple iPhone is a lifestyle choice that projects a style and character beyond its functionality. Those who carry it belong to a community of like-minded individuals who share a passion for the brand that goes beyond the rational. Apple has had a cool factor from day one. The momentum on the cool front is still in Apple's favor.
So, yes. I think the Apple iPhone 6 will live up to the positive rumors, the hype, and the buzz. I believe that a few very smart and simple feature updates, a keen understanding of what will keep its loyal base loyal, and its status as a badge brand are reasons enough to enable this iconic brand to preserve its place at the top of the leaderboard. I feel pretty good about what I'll be reading in the trades on September 10.
Comments
Post a Comment