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Brand Loyalty to Die For

June 25, 2010 15:51:06.937

Reports are that 77% of iPhone 4 sales went to existing customers upgrading (yes, I was one of those). As one analyst put it:

"Apple has in three years built brand loyalty in the phone market that compels users to upgrade to the latest version and wait in line for one to six hours to pick up their iPhone."

This is why I take some of the "brands are dead" talk with a huge grain of salt. Cleary, it's working quite well for Apple. It's a hard thing to pull off, but when it works - wow.

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posted by James Robertson

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