Studio Designer TBWAMedia Arts Lab, which over the years has collaborated with Apple and author of the slogan “Think Different”; Ken Segal suggested why selling smartphone iPhone 5c have been less successful than expected in Cupertino. The main cause of the failure model marketer calls housing material – plastic, as well as the wrong campaign.
Apple CEO Tim Cook is known , acknowledged that the flagship iPhone 5s attracts more attention than the iPhone 5c. Sales figures were much last less impressive than expected in the company.
“So what’s happened with iPhone 5c? Now that we’ve lived with it long enough, we can probably draw a few conclusions.
First, Steve Jobs was right. Apple is a company that doesn’t do “cheap.” It makes products for people who care about design, simplicity, quality and a great experience — and are willing to pay more for these things. For Apple to compromise in any of these areas would be a violation of the Prime Directive.
Was plastic a compromise on quality? Not necessarily. After all, iPhones were made of plastic before. However, as the device evolved to become more jewel-like, the plastic was left behind. So clearly a new phone made of plastic would create a marketing challenge.”
According to Segal , Apple made a serious mistake when it decided to position the iPhone 5c in advertising materials from the body . In the promo video (for example, ” Perfection plastic ” ), the company focuses on the shell smartphone. Marketer believes that this, coupled with the high price tag on the phone, and has led to the fact that sales of the model did not meet Apple expectations.