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When choosing a brand for the project of Marketing Behavior, I chose Apple. To me, it was an easy choice as a loyal Apple product user. The brand speaks to me because of it’s over 90% retention rate which barely any company has. Having brand loyalty that exceeds nearly every other brand even in markets outside of technology is a huge accomplishment. This is something that people are studying because of it’s rarity.

The company category I chose is iPhones. Because of the vast array of options of phones, Apple has catered to a varity of users over time, ranging in price from $400 for older models up to $1200 for the iPhone 17 pro max. They offer several sizes, colors, and storage sizes making it customizable for different preferences and needs. While several brands of phones are on the market, Apple holds about 22% of the market globally. However, when breaking down that number to teenagers, Gen Z, and Millennials, about 72% of them own iPhones.

Something that holds my interest about Apple as a company is not only their incredible user retention, but also just how their marketing has always remained so sleek and simple. Everything from an Instagram reel to TikTok, to Superbowl ads are quiet, sleek, and understated. Even their stores are modern looking and have very little advertising “noise.”

Learning about why consumers are still so loyal to a company that has such minimal design is something I am interested in. What is it that makes Apple so undeniably popular? I’m interested in their steps for packaging, marketing, labels, social media, and hope to learn about the Apple consumer and their habits through this class.

By taking this class I hope to further my knowledge about consumer behavior and what can be learned from customer’s based on their choices. The data part of marketing has always been very interesting to me, and I look forward to broadening my understandings.