Android vs iPhone: Is marketing influencing mobile loyalty?

Android or Apple? This debate is something that developers have been talking about for years and countless articles have argued the merits of one over the other. Our App Experts were discussing the two competitors recently, and an intriguing question came up to try and explain Apple’s success:  Can a good marketing strategy beat a cheaper product that’s similar in nature?

Apple completely changed the mobile world when they released the first iPhone. It was a remarkable moment. Blackberry was already in existence by that time, but Apple showed us that smartphones could be more than just a tool for work. They managed to expand from a phone previously used only for calling and texting to the preeminent key to unlocking the web on the go. Someone had to follow.

Android – The New Kids On The Block

When Android first appeared on the market, it was seen as a cheap alternative to having an iPhone. But Android grew in popularity thanks to having an open source policy which allowed developers to code freely. Today, Android captures the spirit of individuality and nonconformity. If you compare Apple’s iOS 7 with Android 4.4 (Kit Kat), you can see huge differences among them, but many functionalities mirror one another. So one has to wonder, if there’s such a massive gap in pricing, surely iPhones must deliver additional features? The answer is a resounding no. 

In fact, Apple is copying some things from Android. The new Apple iOS recently added some features that were around in Android for a long time, like disabling WiFi from the notification screen or the new task manager which is just an Apple version of the existing one in Android. 

Additionally, iOS 7 becomes problematic when you are using an old iPhone, like iPhone 4. Battery life lasts for a shorter time and some features are not available because the hardware is not ready for them. Some would argue this is a way to force people to buy a new phone every two years in order to be able to use the latest features.

So what about Android? They’ve added some interesting features like the new interface with a design that’s very clean and simple. They’ve incorporated some components from the flat iOS design, but it shows the elements in a clear way — not to mention the colour palette is appropriate for a device that the user is going to be looking at for a long period of time.

The question Android fans are puzzled with is why anyone would pay £500 for an iPhone when they can have a Samsung or a Motorola phone which provides the exact same functions for less than half the price of an iPhone? Sure, Apple products are beautiful and easy to use. But at the end of the day, Android gives more freedom to the user with customization capabilities. We’re going to suggest one possible answer for many Apple aficionados is in a genius marketing strategy. 

Power of Brand Awareness

The cult-like following of Apple’s products may be attributed to the hype Apple is able to generate for its consumers year after year. Nobody is able to build buzz and speculation on upcoming products and announcements like Apple. Their brand following is built on creating the ultimate user experience — from the packaging, design, to the products themselves, Apple has capitalized on fans looking to have the latest in gadgets. Just one look at the massive queues outside an Apple store during a new product launch summarizes the incredible demand these products generate.

Having all of this in mind, one must wonder the powerful effects of successful marketing efforts.  If most people aren’t moved by features or specifications, some other channels must be contributing to user preferences. Sometimes, a name seals the deal and you can see that every day in the tube or on the bus.

In a city like London, iPhones and iPads are more widely seen than Android devices. Why? That answer will vary user to user, but there’s no denying Apple’s global brand awareness and more importantly, loyalty. After all, Apple’s cool and sleek designs outsells a product that works on par and is significantly cheaper, so there is a sense of established value with the Apple community. Wherever your personal preferences lay, the war between Apple and Android continues…

We want to know: which operating system do you prefer and why? Comment below and join the debate.

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