The strategic application of iphone lies in its point-of-difference, when consumer associate themselves strongly with the brand and positively evaluate the attributes and benefits of the product which they perceive not available in competitors’ brands (Kotler, keller 13th Ed).
In this category apple design is the top priority of customers in smart phones. Iphone uses a unique design concept which is patented and not found in other brands. Later we talked about locating the brand in customers mind, iphone’s creative and innovative personality and the advertisements convey a lot about the uniqueness and features of the product and promote reinforcement to achieve brand loyalty (Lliev, Lindinger 2004).
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