Apple focuses not only on technology, but also on emotions.

You may ask your friends who have an iPod or an iPhone, what the function differences between iPod and the other mp3 player are? And why iPhone is so special to separate from other cell phones? I guest most of them don’t really know the functional differences, and could not figure it out too. But there is one point we can be sure, that is all of them are willing to pay a higher price to buy an iPod or an iPhone. What’s happening?

We can think about this question from customer’s behavior point of view, today’s apple fans are typical emotion customer. This type of people theirs customer regard the product value more than the product price. As the emotion customer population is expanding, we can say we are entering the emotion customer century.

From the marketing point of view, it is one of today’s lifestyle, people are pursuit a feeling to make themselves feel great. They are not buying a product, but a feeling; they are not buying a smart phone, but the emotion and experience of Apple.

An important causing of above situation is that the emotion economy is going to replace the rational economy. Steve Jobs, the CEO of Apple had kept on judging the customer electric industry working way - only focus on technology. From the iMac in 1998, to the iPod in 2001, then to the iPad and iPhone, Steve Jobs used his action to tell the industry, the time to win just depend on technology and hardware had gone. Instead, we should innovate a product to resonate with customer’s emotions, and provide the impressive experience. If a product can arouse customer’s emotion, then it inspires the demand. As a result, Apple is expressly successful nowadays, and its iProduct has strong influence on customer’s behavior, redefine their life, work and entertainment, and even their values.