The study selects Apple Inc. branding firm, a renowned company specializing in creation of technological gadgets inclusive of mobile phones, televisions, and computers, among other products. The branding campaign that has been of significant benefit towards the growth of the company is the pitch on iPhone X; which was backed by integration of revolutionizing technology of the Face ID and an all-new design of the iPhones from the phone’s predecessors.
The Branding
Apple presents iPhone X as a new product encompassing innovativeness to provide consumers with a product that is different in all aspects compared to the older versions. As shown in figure 1 below, it is evident that the physical design has shifted to having a notched top with virtually borderless sides of the device with a small chin at the bottom. The notch at the top, as explained by Benoit (2018), harbours various sensors of the gadget along with the camera and dot-projector responsible for face recognition. The adjustments with the new design of the iPhone X have thus been used as the primary branding aspects which are not only physically evident but also appealing when in use.
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How Apple Branded the iPhone X as a distinguishable product
The new features that were added by Apple Inc. on the iPhone X were quite appealing; thus, this presented an opportunity for the company to target a wider variety of the consumers in their market niche. For instance, as compared to other flagship smartphones, the face recognition has been rated among the strongest authentication approaches even beyond the use of fingerprints, a characteristic which is more common on other phones (Benoit, 2018). Apple Inc., therefore, branded the iPhone X as the most usable phone where only the face is required to unlock. Further, with the technology beneath the top notch, the gadget can differentiate between faces of identical twins even under low light.
Furthermore, Apple distinguishes the iPhone X such that it can be used by people who may be wearing gloves when working. This is an important aspect especially for individuals living in snowy areas and may hence wear gloves to protect their hands from the cold, which is an integral selling point for Apple. Alternatively, introduction of swipe gestures plays an integral role in the branding of Apple's device as an answer to the competitive Android Platforms, which was a major campaign point for the firm. However, iPhone X has smooth gestures which has given the product a point of differentiation from competing brands.
The effectiveness of the Campaign
The iPhone X campaign was relatively successful for the first few months but has since deteriorated with the sales of the device remaining quite stagnant. The issues pertinent to the reduced effectiveness of this pitch are inclusive of improving competitiveness from other brands such as Oppo and Samsung with innovative technologies that surpass ones presented by Apple. Furthermore, due to the high pricing of Apple Products, it becomes evident that most users, while appeased by the promotional activities presented by the company, many opt to purchase competing devices due to their relatively fair pricing. Such issues have thus inhibited effectiveness of the campaign presented by Apple Inc. on its iPhone X Smartphone.
References
Benoit, D. (2018). IPhones and children are a toxic pair, say two big Apple investors. The Wall Street Journal , A1.
