Apple's Brand Expansion With the iPhone: From Fans to Customers.

Posted by: Bruce Nussbaum on October 7, 2008

Judging from the comments on my post about troubles with the iPhone’s phone, there appears to be a cleavage betweeen Apple’s original core of younger, devoted fans and the new, older group of regular consumers. The Originals have great loyalty and forgiveness—and denial—going for them. The Newbies to Apple don’t. They want all the new good web stuff but insist on a cell that works all the time.

As Apple expands its customer base beyond its Originals, it’s going to have to pay more attention to the needs of its Newbies. And as Apple starts to partner with other corporations to get into new businesses, it is going to have to pick the best—and work with them to make the consumer experience “Apple-like” even if Apple is only partly responsible for it.

So the Big Lesson here is this: If Apple wants to grow out of its original base of loyal, young, fanboys and fangirls, it has to begin to deeply understand the needs and wants of of its older, newer customers customers. Who would have thought that Motorola could fade so fast and so far?

Reader Comments

Grant

October 7, 2008 11:15 PM

Great insight Bruce. This is something that I've noticed, but not been quite able to articulate. Now I have the words to describe this effect. Thanks :)

Hardy

October 8, 2008 11:22 AM

Oh sure..how convenient..blame your poor style of writing and misinformation on 'fanboys/girls'

atleast learn to take critcism!

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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