What makes Apple users so loyal? What can Chinese smartphones learn from?

In the field of smart phones, iPhone user loyalty is one of the best. It is reported that in some areas, its user loyalty is as high as 90%. That is to say, people who use Apple phones now will still use Apple phones two years later. It can be said that Apple is the only one in the foreign market. Even in the domestic market with so many mobile phone brands, Apple user loyalty is as high as 76%. So what kind of magic does Apple phone have? What features should domestic mobile phones learn from?

Marketing expert Professor Richard Oliver once described loyalty as follows: "Loyalty is an emotional investment that people have deep in their hearts. No matter how environmental factors change, or what promotional measures exist in the market to attract customers to change their behavior, people will continue to buy the same brand or products under the same brand in the future driven by this emotional investment."

User loyalty is the most difficult and desirable honor for a brand. The iPhone is indeed a typical example in this regard. As we all know, Xiaomi is cost-effective and practical, and Huawei phones are also cost-effective and of good quality, and are also the king of sales. But why do so many people still love the iPhone so much?

What strategies does Apple use to gain such high user loyalty?

In terms of product strategy, Apple uses the closed-loop ecosystem product strategy to tie mobile phone products to other Apple series, so that users can buy Apple phones when they buy any Apple product. The closed-loop ecosystem means that Apple phones have created their own iOS system, and the software and hardware in it cannot be used in conjunction with other Android systems. This is also the biggest difference between Apple phones and other mobile phones in terms of products.

In terms of pricing strategy, Apple uses pricing strategy to establish the high-end image of iPhones, and the price of iPhones is relatively stable in the year before the release of new products. This stable high-price strategy allows the product to maintain its value in the short term, brings psychological satisfaction to users who have already purchased it, and thus increases loyalty to iPhones.

In terms of service strategy, Apple has established effective communication channels with consumers, and these effective communications and services have improved the satisfaction of Apple users. This service satisfaction makes users emotionally identify with Apple phones, and they are willing to overcome some obstacles for the company, such as waiting in line for a long time for the newly released mobile phones every year.

In terms of marketing strategy, Apple mobile phones have used a variety of unique marketing methods, such as word-of-mouth marketing, hunger marketing, innovative marketing, etc., which quickly attracted the attention of consumer groups, thereby climbing up the market and occupying a large share of the mobile phone market.

Although Apple no longer has the glory it once had, and the slight changes year after year have become unoriginal, it seems like it is saying "I'm an iPhone, buy it or not", but the Apple system has still accumulated many users who are vying to buy it.

In general, the iPhone's perfect user experience, smooth system, and exquisite appearance are enough to impress any user. This is also the fundamental reason why so many people insist on buying an iPhone even if they have to wait in line.

In the past two years, as the Chinese people's awareness of national beliefs has increased, great opportunities have been brought to the development of domestic mobile phones, such as Huawei and Xiaomi. After completing a round of rapid development, my country's mobile phone industry continues to show a thriving and good development momentum, with a positive trend in both development speed and scale.