Brand Loyalty for the Apple iPhone in the UK Market Dissertation

Brand Loyalty for the Apple iPhone in the UK Market - Dissertation Example It is a multinational company that produces consumer electronics, personal computers and business-to-business (B2B) computer software products. Incorporated in 1977, Apple has since evolved throughout the technological revolution, maintaining a significant competitive advantage in key target markets against other large technology companies such as Hewlett-Packard, IBM, Samsung, and many other successful technology-focused companies domestically and internationally. The company’s 2011 Annual Report boasts sales volumes of $10.8 billion, an increase of over $4 billion in one year (Apple 2012). This further represents growth of over six billion USD since 2009. How does Apple Inc. accomplish these sales successes and continue to maintain such high market share with its technology products in a highly dynamic, evolutionary and competitive marketplace? Throughout the recent years (2007-2012), Apple Inc. has become a profoundly adept marketing agency that understands the dynamics of consumer lifestyle and attitude, and thus produces advertising and promotional material that appeals to these values and needs. With the launch of the firm’s iPhone 1 in 2007, Apple has achieved significant brand loyalty for its innovative smartphone designs and concepts from customers that appreciate its competitive features, user-friendly design, and diverse systems and options. With each new release of the iPhone product, currently moving through its fifth evolution with the recent launch of the iPhone5, Apple continues to delight its target customers that have a strong preference for this brand.