This document is a research paper analyzing how consumers' perceptions of the iPhone have affected its popularity by focusing on concepts of self, lifestyles, appearance, and buyer analysis. It discusses market share data showing the iPhone has 18% of the smartphone market. It also outlines predictions that owning an iPhone relates to conspicuous consumption, displaying income, and social status. The document proposes using demographic surveys, interviews, and focus groups to understand how iPhone and Android users differ in personalities, brand loyalty, and motivations around technology and social status.

1. 17th November 2011
Research paper on:
Apple’s iPhone
Team B4
Eric Swenson
Dionysios Lorentzos

2. How
has the
iPhone's
popularity
been affected by
consumers' perceptions
of the iPhone and the role
it plays in their lives, focusing
on the abstract concepts of self,
lifestyles, appearance, and buyer analysis?

3. Smartphone Market Q3 2011
11%
Android Os
Apple iPhone 18%
43%
RIM Blackberry
Other
28%

4. PREDICTIONS
 “OWN AN IPHONE”
 IMAGE & BRAND NAME
 ENGAGE MORE IN CONSPICUOUS
CONSUMPTION
 DISPLAYING INCOME OR WEALTH
 NEED FOR SOCIAL STATUS

5. PREDICTIONS
 MORE LOGIC PURPOSES THAN
EMOTIONAL
 TECHNICAL REASONS
 SEARCHING OF TECHNICAL REASONS
 DON’T LIKE BEING SOLD A PARTICULAR
IMAGE AT A HIGH COST

6.  USE OF DEMOGRAPHIC SURVEYS
 INDIVIDUAL INTERVIEWS
 FOCUS GROUPS
METHODOLOGY

7. ANDROID iPHONE
DEMOGRAPHICS

8. ANDROID iPHONE
PERSONALITIES

9. iPhone Android
Utility Utility
Brand Brand
Logic Logic
Loyalty Loyalty
Technolog Social Technolog Social
y Status y Status

10.  “Stereotypes validated”
 Both ask for technology
 iPhone : emotion driven
 Android: economical but
powerful