Know Your Customer: Lessons from the iPhone 6

In an official announcement from Apple today, they announced “a record number of first day pre-orders” for the iPhone 6 and iPhone 6 Plus. Over 4 million units were pre-ordered in the first 24 hours alone. Apple has once again provided that they still have the magic touch. While they are not producing ground breaking technology, they do know their customers exceptionally well. The iPhone 6 is not revolutionary and is actually lacking in technology and features compared to other phones like the Samsung Galaxy S5. But that doesn’t matter because Apple has given into the times and understands the importance of knowing your customer and giving them what they want.

The iPhone 6 proves that customers and brand loyalists just want the “newest Apple product.” Apple isn’t really a company to invent rather innovate. They are rarely first, they take their time and do it right which makes then am industry leader. There are two important lessons about knowing your customer that can be learned from the iPhone 6 release:

1. Market Demand Can’t Be Ignored

Let’s face it, most Americans aren’t making calls on their cell phones anymore. For Millennials, that percentage drastically decreases with every introduction of a messaging app.  Bigger screens are what the market was calling for and Apple was going to continue losing customers if it didn’t offer various screen sizes. Sometimes it pays to stand out from the crowd and others you have to fall in line and give into consumer pressure.

2. Constantly Improve User Experience

Pictures, video chats, games, music videos, are better with a bigger screen and better screen resolution. Apples major improvements all revolve around making the user experience better. Steve Jobs once said, “A lot of times, people don’t know what they want until you show it to them.” Mr. Jobs was right then, but consumers are becoming more vocal about what features they love and don’t need. Consumers will show and tell you exactly how, when, and where they use your products. Listen and build off of their feedback.

Consumers don’t mind that the iPhone still is not waterproof and shatterproof like its Droid counterparts. They just want to be able to take amazing selfies and not have to download an additional app to track their workouts. Apple is still in the game, for this saving grace. Jerry Gregoire once said, “The customer experience is the next competitive battleground.” Cell phone users will be won over by the device that seamlessly allows them to access their favorites apps and indulge in their favorite social activities effortlessly. While focus groups are great for new product launches and major changes, it is important to always do social listening. Innovation for your brand can be found in customer comments on social media, you just have to listen.


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