Global Marketing

How Apple’s iPhone Dominated the premium Smartphone Market

Despite making some controversial moves over the years, the iPhone nonetheless remains the top dog in the smartphone market.

Steve Jobs Originally Envisioned the iPhone as Mostly a Phone - HISTORY
Steve Jobs unveils the original iPhone to the crowd in 2007.

In 2007, Apple shook up the smartphone industry when the company unveiled its first-ever smartphone called the iPhone. With its simplistic design and user-friendly interface, the iPhone later became the consumer's top choice for smartphones worldwide for many years to come. Before the iPhone, there were cell phones. None, though, had the same effect as the iPhone. Jobs' development was a phone with a high-resolution touchscreen and a powerful general-purpose device that could install and run applications. It wasn't just a phone; it was a smartphone. Apple's dominance in the global smartphone industry has continued with subsequent launches.

Nokia underestimated that the value of tech in the modern age is, unlike the new-comer Apple smartphone market. The equipment of Nokia was good, but there was no support for applications. From the very start, Apple sold the iPhones easily because of their powerful iOS operating system. Google has launched its HTC Dream phone, which makes Android a watching device. Keeping with Symbian started to appear to be Nokia's fatal error. In late 2008, Nokia's revenues on smartphones fell 3.1%, while Apple's sales were 327.5%. A new age was off. When the decade was up, Nokia's era was over. In desperate need of a plan, Nokia joined with Microsoft and sold Microsoft's s phone division and eventually went missing.

Apple is known for its attention to detail when it comes to the customer experience. The Apple experience is consistent across all consumer touchpoints (products, the internet, advertising, the app store, and the retail store). Apple has aggressively increased the areas where the Apple experience is a part of everyday life over the last ten years. Apple ensures that the universe of Apple-mediated activities continues to grow by empowering app developers and maintaining strict standards. Many salespeople work relentlessly to up-sell, cross-sell, and sell everything they can, leaving consumers befuddled and irritated. Since 2007, Apple has used the Net Promotor Score (NPS), a metric that tests consumers' willingness to recommend a company's goods to others, as a key indicator of performance and brand loyalty. Apple uses NPS ratings to monitor almost all of its 500 retail stores and employees. NPS feedback is received and exchanged with store teams regularly, with any negative feedback receiving a personal call from a store manager within 24 hours. The Net Promoter Score (NPS) is often used to direct decisions ranging from employee promotions to long-term strategy.

2 replies on “How Apple’s iPhone Dominated the premium Smartphone Market”

I thought you had an interesting post. I do believe that the points that you mentioned about what Apple does really well was valid. However, I was wondering what your thought was on about their incremental innovations over the years. They have not been making many changes to these phones. Slighty better camera quality and speed is really all they have done. I was wondering how you guys expect them to continue to dominate this market without making any major changes?

Thanks for commenting on our blog post. You brought up the question everyone is wondering about. Particularly for Apple, their brand loyalty is extremely high since the launch of their first phone. In today’s world, their renowned chip is way much faster and game-changer than a couple of generations ahead of their competition. The right time for the major innovation in design change is still due for a couple of years from now. They will continue to dominate the market not just by doing innovation but in the past when Apple removed the headphone jack, not including the power adaptor and headphones, by claiming to be more environmentally friendly, which ultimately never backfired them. In simple terms, Apple has always experienced a “First-mover advantage” in whatever move they make for the future. Regarding that, top competitors such as Samsung and Google need to follow in Apple’s footsteps.

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