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October 22, 2012

Why do people buy Apple products? Tales from beyond the reality distortion field

“Here’s to the crazy ones. The misfits. The rebels. The trouble makers… The ones who see things differently.” So says Apple’s Think Different campaign.

Have you bought into it?

US market research firm Ask Your Target Market (AYTM) has just released a survey of over 2,000 adults as to whether they have been subject to the famous Steve Jobs reality distortion field, believing that Apple products are naturally superior.

Within the survey group, 88% of people owned an Apple device, most of which were iPods, iPhones and iPads. Nearly all were ‘very satisfied’ to ‘extremely satisfied’ as an Apple device owner.

“What do you think makes you most similar to other people you know well who also own Apple devices?” asked the survey, prompting respondents to choose from such answers as “we’re hip and cool” / “we’re independent thinkers” / “we are discerning consumers”. The overwhelming response? “Nothing makes us more similar than any other group of people” – showing that although Apple fanboys and girls can be quite fanatical in their brand support, most Apple users are in fact just normal individuals.

Apple’s advertising was mostly seen as being ‘very effective’, and ‘very creative’ by the group, going so far as to agree that the ‘I’m a Mac / I’m a PC’ commercials made them feel that Apple owners think that PC owners should be jealous of them.

Many people held the belief that Apple products are overpriced for what you get, but that they are indeed world-class. Although in these hardened economic times – whether fanboys or not – nearly all agreed that Apple would have to drop their prices to get their business today.

Have a look at the research collated into an infographic below: the details on the left show those who have never bought Apple products, whilst the right… well, you get the idea.

About the Author

Evon Koprowski
Brand storyteller, creative strategist, content marketer and all round bon vivant at Red Fortune Media where I growth hack projects for the arts, culture, tourism, technology and social sectors. I'm freelance - if I can help you, get in touch.

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