Food-for-Thought: What Makes you Obsessed to Buy Every Apple Device Upgrades

Summary: Be it cars, PCs, smartphones or any other popular gadget; upgrading to the new version or model is the trend nowadays. And pioneering this marketing strategy to cash on people’s urge for something new is Apple, which has successfully created an outlook for its ‘loyal customers’ to always expect for a new upgrade, and shed the outdated device even though it is working perfectly fine. It needs to be seen how long this ‘refurbish’ strategy works.

If you are a technology buff you surely must be bitten by the ‘UPGRADE” fever as the rest of the consumer world. Be it cars, PCs, smartphones or any other popular gadget; shed the old one and grab the new is the flavor of the season. And pioneering this trend to the best of its advantage is Apple Inc.

It is rightly said that ‘No one excels in building marketing strategies like Apple does’. Since the advent of its most popular device the iPhone in 2007 and later followed by others like iPad to the most recent iPad Mini, Apple has been overwhelming its customers with new versions of its popular devices.

What makes People go Crazy for New Apple Versions?

New models of cars or a new design upgrade revolving your favorite gadget has always made ardent fans or loyal customers (as smartphone giant Apple refers to) go weak on their knees. Such is the craze that people are ready to throng shops, stand in queues for days and even crash the most powerful of servers with pre-order rush. But the question remains, what makes them go crazy?

Studies have shown that popular consumable brands have been cashing on this marketing strategy to influence customer’s buying power and create the need and urge to ‘go for change’. There have also been instances when in the 1950’s Cadillac owners were cajoled into buying the upgraded version with a ‘bigger and better’ fin every year, thus targeting consumers at every level. Similar marketing strategy has now been successfully recreated by Apple.

Apple logo tattoo on an Apple fans shoulder

Brand loyalty is Apple’s biggest strength ( credit : Bit Rebels )

Apple brand strategy is impeccable

Apple has been successfully making strategic alterations, upgrades and additions to their popular devices like the Mac, iPhone or iPad as in features and design (first-time with iPhone 5 since its inception). A careful study reveals that most of the so called ‘new variations’ might not be that significant. Most of the time, it revolves around a slight increase in camera’s pixel or ‘improved’ Siri, Passport or Facebook experience.

However, the buzz (leaks and rumors) they create around every pre and post release are loud enough to make you feel threatened to be categorized as ‘old-fashioned’, and its time you ought to replace your ‘old and outdated’ device- even though it is working and will possibly be working quite fine – with the new one.

Well, it’s part of the strategy that Apple has perfected over the years; and its contemporaries in business like Samsung, HTC, Microsoft and Blackberry have been following its footsteps too. Nonetheless, smartphone and tablet app developers from around the world have also benefited from this strategy. If you’re developing apps for Apple products then Creately’s iPhone mock-up tool and the iPad mock-up tool will make it easier to create realistic mock-ups. Plus with real-time collaboration you can easily brainstorm your app ideas with friends, advisers or investors.

Will the ‘Get New’ Strategy Backfire?

Although Apple is the most popular and dominant a brand to have successfully used this strategy of keeping consumer interest alive in its ‘innovation through renovation’ policy; Donald A. Norman, author of “The Design of Everyday Things” reveals another interesting perspective. He states that, “This phenomenon happened to the TV manufacturers a few years ago. They all started to look the same: flat panels on a wall.”

And this led to disastrous consequences, as consumers no longer had to buy the higher-end Sony model; instead, they could get the cheaper ones from Chinese or Korean market. He shares similar skepticism for today’s smartphones and tablets too. As in his words, “Turn off the screen on a smartphone or tablet and they look identical. They’re just rectangles.”, So what makes you and me obsessed to the latest ‘glass rectangle’ from Apple every year?

It is true, each year, the phone and tablet manufacturers are refurbishing those rectangles – either flattens them slightly, alter the exterior dimensions and showcase them as the next BIG release of the year.

So, will consumers continue to be mesmerized with Apple’s New Generation upgrades OR – Will the ‘until-now successful’ strategy backfire? Only time will say!

Justin Depp is a professional research Analyst with interest in Technology and related subjects. Being an ardent Steve Jobs and Apple fan, Justin has been closely following all developments in the smartphone and tablet market. AppsKnack is a small business iPhone App Maker that has been potentially catering to diverse industries such as entertainment, education, sports, medical and healthcare, and other businesses.

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  1. Don Hallow

    I agree, Apple fans get all berserk everytime a new iPhone is released. I can’t even imagine what will happen in September, when the iPhone 6 (or iPhone Air) will be released. The frenzy will be taken to the next level. Apple products are great, but there is no need to praise them like sacred items. There made of plastic, glass and metal (like any other smartphone on the market).

  2. Harshil

    I suppose Apple OS is more attractive than any others .

  3. Donald Quixote

    I always think to myself that I’m not addicted to having the latest and greatest, but somehow, every time, I always end up upgrading. I think another factor to this is that it is part of my upbringing. My family always had apple and I almost feel like that is just what my family does, so i must follow. Its weird. I love love love apple though!

  4. swati

    The apple company was very technical and advance company.i like the logo is very nice.same my left hand on apple logo.this post is very nice.


  5. Umar

    Apple has become a lifestyle and integral part of everyday life. Therefore emotions are now attached with it and everyone want to be updated on that product.

  6. Smartphone Android

    I do not have an apple, but I have android smartphones. If anyone would love the free iphone I would not turn it down, joking.


    I think apple phones are the best phones. The features present in apple phones are very attractive. IOS apps developed for apple phones are very useful for business,working class people. Apple has gained popularity among the business and working class people because of the best business apps. Here are the top android apps for email clients which be useful for the android phone users.

  8. leo

    I may prepare my iPad by not upgrading. I’d assumed I’d upgrade as a matter of course. But today Business Insider published a side-by-side comparison of common apps and pages in iOS 6 and iOS 7.

    None were improvements–change for the sake of change isn’t an improvement. Half were tolerable. Half were clearly worse, with a clear pattern evident.

    * Too bright has always been the bane of mobile devices. You’re out for a walk in the evening. Your eyes are adjusted to the darkness. You decide to make a call and find a bright screen blasting your eyes. iOS 7 makes that worse by having an overabundance of almost all white screens, including a fingerprint sign-in one that’s impossible to avoid. Dreadful.

    * Too little contrast. One of the essential features of good design is having a solid contrast between the background and what’s read (text and icons). In window after window, iOS 7 violates that. One example is the Map application where street names have inexplicably been changed from an easily readable black to an almost unreadable light grey. And when you consider how often that Map application is consulted in a bouncing car with changing light levels, it’s even worse. Again dreadful.

    Stated simply, iOS 7 has too much art and too little design

  9. eGadget Pro

    Its about the look and feel of the product and one key features should be the HMI (Human Machine Interface) that attract users… I go for that…


    I think although apple is famous for its qualities but android is affordable and adorable.Latest models will always need stuff such as tweaks in the interface and mechanism and repair shops that can efficiently bring it back to life would always comment that the parts you may need are yet illusive for them should you bring your unit to repair…..

  11. facebook likes

    Thanks for this awesome post, I did not experience an apple gadget but i felt that i have one it because of this post. Thanks for sharing

  12. Ruth

    The “urge” to ditch the present, thought perfectly working gadget (may it be an Apple or not,) to get the latest model is a cancer in one’s pockets. Personally, I think that it is not that all good to go get something just because it is the latest model. The “latest model” is a scary phrase, in fact it is not a smart one for someone who tries to get the best bang for his buck. Latest models will always need stuff such as tweaks in the interface and mechanism and repair shops that can efficiently bring it back to life would always comment that the parts you may need are yet illusive for them should you bring your unit to repair. The trick is to stick with your well-working gadget and get the most of it before switching to the next one.

  13. raj savani

    such a nice post.thank you for this post.

  14. John

    thats how these company work, they addict you, if you are not then probably peer pressure would work. cannot they give 13 megapixel suddenly? they can..but they just want you to keep grabbing their products. Great article though..

  15. ben

    Thank you for the valuable info!

  16. Harman

    Well people are really a apple freak. Literally i can spend 1000s of dollars on my iDevices

  17. Raja Tekno

    thank you for the info
    hopefully move on

  18. Sometimes, the only reason is “peer pressure” . Most of them are students since they always want to shine among their peers. However, some just want to experience what’s the newest update of Apple and because they can afford they easily upgrade.

  19. John

    My first iPad was the original one with the 3g connection for ATT. I’ve just recently upgraded to a new one. I still use the original iPad for reading but certainly “feels slower.”

  20. Adam

    In a rather surprising move, Walmart has just announced that it is permanently slashing the prices for the Apple iPhone 4S and the iPhone 5. Most likely, Walmart’s move is made in anticipation of the upcoming and intensely rumored Apple iPhone 5S / 6.

  21. Sagar

    Keeping yourself upgraded with the latest trendz is a great thing but you should also take into picture that really the upgrade of the particular device is going to help in you or not. If it is of no use then you should save your bucks for some other things

  22. V Hamilton

    This is funny. I have a sister that needs every new item that comes out, but I definately do not. Too hard on my brain. 🙂

  23. Lorenzo

    My first iPad was the original one with the 3g connection for ATT. I’ve just recently upgraded to a new one. I still use the original iPad for reading but certainly “feels slower.”

  24. Dravis A.

    I don’t have any Apple Gadgets but I do have Androids. 🙂 No hate on that.
    But I think Android is getting famous every time they release a phone with Androids since Steve Jobs died. Just saying.

    Dravis A.

  25. Austin

    Personally, once I bought a mac, I never wanted to go back to PC. Everything about mac beats windows any day. I love them so much I would even consider getting a mac tattoo like the guy in the picture above. =)

  26. I am not a very techy person so I don’t go nose around every gadget released in the market BUT there’s a part of me that wants at least 1 version of each. I don’t earn much so I know that I can not have all versions, just 1. Just 1. 🙂

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