recently made Apple miss a convincing product. Instead scratching products like the iPhone 5c on the core brand. But with the Watch Apple a big hit again succeeded
For all celebrity brands in the world, the air is thin. Consumers and markets expect innovation and attractiveness on a quarterly basis. But the brand of all brands in the consumer goods sector remains Apple. Months in advance is speculated see which device in the next publicity staged product presentation the light of the world and this will change.
With the new-generation iPhone and the stylish Apple Watch has the cult brand from the USA this week once again dominated the headlines. After that shown weakness to get lost with a cheaper iPhone variant on the paths of competitors, Apple now remembers back to its core brand values and fanbase.
Apple shows the best design
It seems as if Apple made with his new Apple Watch again many things right. The new creation looks like a clock, with a woman in evening dress would make not a bad figure. This Apple proves its core competence, with its products to dominate the best design category. Because a classic clock has a crown to move the pointer and the mechanical lift the spring, the Apple Watch uses of this image, and learned behavior. Customers are not charged with innovation, but the familiar is equipped with a new function. The crown of Apple Watch is used to control the display
Video:. How good is the Smart Watch from Apple
And Apple are the classic watch a new role. While no longer a clock on your wrist needs to read the time, you can use an elegant, individually designed jewelery piece for receiving and sending messages and personal data from 2015. Affordable, key and security features will follow. Apple will show what will be possible with a wrist technology.
Big brands lead their industry
Great brands it’s never about chasing the needs of customers. Great brands it comes to making their products their leadership role in the industry recognizable. Big brands follow anyone, but lead. You want the world looks at them and appreciating their excellence through recognition and price premium.
But Apple is still a perfect example. If this unusual brand briefly showed 5c price weakness by a cheaper iPhone, were otherwise Leadership and margin the most important measures of their own brand value. Big brands keep out of price wars and market share race. It is known that one can build only by one’s own strength and distinctiveness and not by the permanent squinting at the performances of the competitors.
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If Apple on needs and competitors, the products of iWelt would never have arisen. When we were around fingered on foldable Nokia mobile phones with typewriter-like micro keyboards, showed the lords of Apple’s touchscreen technology and a completely new device with the operating safety of a single button. Packaged programs as an app and easy to make available to offer affordable music as a download, to create the first all-ridiculed iPad is a new category of mobile devices, were the result of consistent failure Eighth of competition and customer expectation. “People do not know what they want until you show it to them,” was the conviction and drive of Steve Jobs.
With its clock Apple once again proves to be a great brand. Wait for the right time of the market for innovative products and not to be driven by the need hectic market of technological innovations, one of the supreme disciplines of effective and great brands. And most importantly, Apple remains true to his convictions, that high-tech products in the operation simple and the processing must be noble. Then they get the appreciation to the customer, which is lessening the higher price with pride in buying
Video:. This has to offer the new iPhone
- About the expert
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Christoph Engl is a member of the Executive Board of Management Consulting Brand Trust. The company supports internationally active medium-sized companies and groups in the development and implementation of their brand strategies.
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