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Apple was the world’s most wealthy companies by the end of 2017. Apple as a company was founded in 1976 by Steve Jobs, Steve Wozniak and Ron Wayne. Where Steve Jobs became face out for Apple products and especially their iPhone until he died in October 2011. Jobs went away in the consequences of a fight against cancer and had two months previously resigned as CEO of Apple. He was succeeded by Apple’s new front figure Tim Cook.
When the first iPhone iPhone, “1st generation iPhone” released in 2007 was considered the groundbreaking and revolutionary in the phone industry, Jobs said that it had “reinvented the phone”. Since then, iPhone has repeatedly developed in the form of upgraded and renewed models. One of the biggest changes occurred in 2010 when Jobs and Apple introduced iPhone 4, a record-breaking iPhone with new design and, for the first time, a front camera. Despite the great criticism of this version due to antenna problems, it became extremely popular with customers, and in 2016 it was still the model that was Apple’s premier enterprise product for the longest period. Three days after its release, Apple announced that it sold 1. 7 million copies, which allowed Jobs to announce that it was the most successful launch ever in Apple’s history. According to Lifewire, a web site powered by technologists specializing in, among other things, iPhones, a total of 108 million copies of iPhone 4 were sold until its iPhone 4S sequel was released in 2011. In March 2017, that’s just over half a year before iPhone 8 and iPhone X were available on the market, Apple was estimated to have sold over 1. 16 billion iPhone copies worldwide. According to USA Today, one of Samsung’s top contenders in sales figures was rated as the iPhone awarded 2017 the title as the most popular technology product in the market. The number of iPhones sold in 2017 was reported to exceed 220 million, which meant that they kept the distance to the second most sold technology product in the same year – Samsung Galaxy S8 and Note 8 of a total of 33 million sold copies.
Apple’s strong market position is hard to deny. 13 iPhone models have been sold in enormously large quantities worldwide and with a few exceptions, the product seems to have sold more and more for each year and model that has passed, which also put Apple as unheard of one of the world’s most capable companies. In other words, without exaggerating, Apple’s success with the iPhone product and that the product based on its sales statistics has many followers in a global perspective. At the same time, we can also say that it is a product that has been released over a new model every year over the past ten years. It appears that sales figures have increased as the product has been renewed and upgraded. Apple’s customers also seem to show a tendency to want to renew their iPhone products when available. An example of this was when iPhone X was released for the first time in 2017 and 400 people had camped outside the Westfield Century City Mall and Apple Store in Los Angeles.
Several media have also reported on Apple’s customers’ loyalty to its products, including iPhone. For example, The Guardian announced, after launching iPhone 6, that Apple, in contrast to its competitors such as Samsung and HTC, not only attracts customers from competitors but also successfully loyal customers to buy their new models. The latter appeared according to The Guardian, when estimated 32% of US iPhone users upgraded to a new model between 2014-2015. An increase compared with the previous year when 22% of the same clientele chose to invest in a newer iPhone model. In the media, Apple has also been accused of deliberately making the software in its older iPhones slower when a new model was launched after a study at Harvard University reviewed googlers of search terms “iPhone slow” compared to one of Samsung’s competitors. The results should have shown that more customers seem to have had problems with slow iPhones when new models are released. However, Apple has never commented on the connection, and it is still merely a theory rather than something that can be empirically confirmed. However, it is an argument, along with iPhone users upgrade statistics, the huge hysteria when new models are launched and that Apple as a company constantly produces new models and new arguments about the benefits of upgrading to the next model, why it is relevant and justified to analyse which way they appeal to their customers to buy their latest product in the market.
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