Brand Frenzy

Over the weekend Apple released their two new products, the iPhone 5C and 5S, in stores. Once again, there was a huge frenzy around the release. People lined up in droves just to be one of the first to own the coveted devices. While technology editors and reviewers don’t seem to be as dazzled, that didn’t stop the crowds from pouring in and giving Apple a record-breaking product launch.

If the product hasn’t evolved at the rate that tech editors had hoped, what keeps the lines spilling out the doors? My guess is brand frenzy.

I say brand frenzy as opposed to brand loyalty because that is what it has turned into. The products may not have evolved as much, but consumer loyalty to them has. Customers are glued to their computers to catch the newest innovations announced at the keynote address in one window and to sell their now outdated device in another. Others are already camped outside their local Apple store to snag the freshest product.

Apple has done an incredible job over the years marketing themselves as the cool, popular kid of Silicone Valley. For a long time now, people have stopped buying Apple because they are so revolutionary. Rather, they buy Apple because they are so cool.

In terms of smartphones, many companies have caught up with Apple technology wise. There may no longer be a race to see which brand can compete with them, but Apple is still in heavy competition with itself. Most of the excitement swirling around the Apple keynote address is simply to see whether or not they have outdone themselves like in years past. While the tech editors may not be as swept away as they used to, Apple still seems to have the consumers in the palm of their hand.

Is there a brand that you have become loyal to? Tell us about it in the comments below!

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