Apple has been running its “Relax, it’s an iPhone” campaign for three years, emphasizing the durability of their devices. However, despite their efforts, customers continue to use protective cases for their iPhones. This presents a peculiar situation for Apple, whose marketing strategy seems to contradict the actual usage patterns of their consumers.
In the latest installment of the campaign, a woman in a rickshaw on a bustling Indian street drops her iPhone while trying to watch a cricket match. Despite the phone bouncing all over the rickshaw and hitting the floor, there is no damage. While Apple showcases the phone’s dependability, they also sell cases on their website and in stores, implying that additional protection is necessary.
The contradiction is evident when examining the phone case market, which is worth over $20 billion annually. If people truly believed their iPhones were incredibly durable, why would they invest in protective cases? The reality is that most individuals understand the need for extra safeguards to protect their devices from accidental drops or mishaps.
While the author admits to not using a case personally, it is acknowledged that in the real world, users tend to lack trust in their own ability to handle their phones without causing any damage. This skepticism is a reflection of how consumers actually use their iPhones and highlights the need for Apple to address this concern in their marketing approach.
Instead of denying the existence of cases and creating a make-believe world where everyone has a caseless iPhone, Apple could incorporate the benefits of using a case into their marketing strategy. They could showcase individuals struggling to choose the perfect case for their device, illustrating the importance of protection while still emphasizing the durability of the iPhone itself. By acknowledging the practicality and personalization options offered by cases, Apple would create a more relatable and realistic connection with their customers.
In conclusion, Apple’s “Relax, it’s an iPhone” campaign may be artistically impressive, but it diverges significantly from the actual behaviors of their customers. Incorporating the usage of iPhone cases into their marketing approach would provide a fresh perspective, aligning their messaging with the practical needs and concerns of their target audience.
FAQ:
1. What is Apple’s “Relax, it’s an iPhone” campaign?
– Apple’s “Relax, it’s an iPhone” campaign is a marketing strategy that focuses on emphasizing the durability of Apple devices.
2. Why do customers continue to use protective cases for their iPhones?
– Despite Apple’s efforts to showcase the durability of iPhones, customers continue to use protective cases because they understand the need for extra safeguards to protect their devices from accidental drops or mishaps.
3. How does Apple contradict its marketing strategy with the sale of cases?
– Apple sells cases on their website and in stores, implying that additional protection is necessary, which contradicts their campaign’s emphasis on the durability of iPhones.
4. How much is the phone case market worth annually?
– The phone case market is worth over $20 billion annually.
5. Why do people invest in protective cases if they believe their iPhones are durable?
– Most individuals understand the need for extra safeguards to protect their devices from accidental drops or mishaps, even if they believe their iPhones are durable.
6. Why is it important for Apple to address the concern of using cases in their marketing?
– It is important for Apple to address the concern of using cases in their marketing because it reflects how consumers actually use their iPhones, and by acknowledging the practicality and personalization options offered by cases, Apple can create a more relatable and realistic connection with their customers.
Definitions:
– Durability: the ability to withstand wear, pressure, or damage.
– Marketing strategy: a plan of action designed to promote and sell a product or service.
– Protective cases: covers or shells designed to protect electronic devices from damage.
Related link:
– Apple (Official website of Apple Inc.)