Apple Inc. 's Cult Like Following Essay

Apple Inc. 's Cult Like Following Essay

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This paper focuses on Apple Inc.’s cult-like following, Apple stores as a marketing strategy, and the company’s ability to maintain its current level of success in product innovation and customer loyalty moving forward. It is a well-known fact that Apple has developed a following of loyal customers that has often been referred to as cult-like and Apple customers have been referred to as iSheep (a term coined to describe the herds of blind followers). According to research conducted by simonlycontracts.co.uk, only 28% of the 2,275 Apple customers surveyed purchased their iPhone because it “seemed to be the best phone at the time of switching” (Kelly, 2014, para. 11). This leads one to question how if only 28% perceived the iPhone to be the best phone, how Apple is capable of maintaining such a following and continuously gain new followers. This paper will answer that query by reviewing Apple Inc.’s business model and strategies.
Apple has employed several different strategies to effectively develop extreme loyalty, one of which is setting itself apart from the competition. When purchasing from Apple, Inc., customers aren’t purchasing “products”, they are purchasing “Apple products”. It is not just a cell phone, it is an iPhone. Apple doesn’t sell tablets, it sells iPads. It doesn’t sell MP3 players, it sells iPods. This strategy allows customers to feel as though they are purchasing exclusivity or a membership in an exclusive club, and according to the theory of Baumeister and Leary (REFERENCE), the need to belong is a fundamental human motivation. Apple successfully capitalizes on this concept by appealing to this natural human desire in its business strategy. After the release of the iPod in 2001, Apple increased its p...


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Goodson, S. (2011, November 27). Is Brand Loyalty the Core to Apple 's Success?. Retrieved from http://www.forbes.com/sites/marketshare/2011/11/27/is-brand-loyalty-the-core-to-apples-success-2/
Hughes, N. (2014, October 14). IDG cancels Macworld/iWorld 2015 conference, says show 'going on hiatus '. Retrieved from http://appleinsider.com/articles/14/10/14/idg-cancels-macworldiworld-2015-conference-says-show-going-on-hiatus
Kelly, G. (2014, March 21). The Majority of iPhone Users Admit to 'Blind Loyalty ' - Why This Is A Problem For Apple. Retrieved from http://www.forbes.com/sites/gordonkelly/2014/03/21/the-majority-of-iphone-users-admit-to-blind-loyalty-why-this-a-problem-for-apple/
Moorman, C. (2012, July 10). Why Apple Is a Great Marketer. Retrieved from http://www.forbes.com/sites/christinemoorman/2012/07/10/why-apple-is-a-great-marketer/

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