Even though saving cash is currently the consumer’s concern, iPod users maintain loyalty. They are not switching to less expensive MP3 players. iPod earned 72% market share during December, according to NPD numbers quoted by Apple executives. "We are happy that iPod maintained its leadership position in the U.S. in the face of increased competition," said Apple CFO Peter Oppenheimer. iPod remains the favorite even though experts claim other MP3s have equal functionality and much more affordability. So why the loyalty? Although competitors may rival performance, what they don’t have are the hearts of the people.
Apple has created a love affair. Psychologists call it a “social relationship.” The branding creates a sense of belonging to something greater. Something global. Something of the times. A movement. A vibe. This social relationship instantly connects us with strangers at our local cafe or even people on the other side of the planet. A camaraderie has formed and it’s here to stay. Why? Because today’s game is all about human connection. And Apple has created a highly valued social connection anyone can join.
We aren’t all in the business of iProducts but we’re all in the venture of showing great leadership. We all have the opportunity to add value by delivering directly to human nature.
