Currently, in 2021 June, Apple’s new products, iPhone 13, apple watch series 7, and AirPods 3, have been released at high prices with not many appealing changes in design or technology. The iPhone still could not get rid of the bezel design, and the apple watch only increased its display size.

Apple, one of the best-selling companies in the technology field worldwide, of any age, tends to have the extreme price that other companies. However, is this excessive price reasonable? Despite these expenses, how can apple manage their customers to buy them again and again?

Apple has the 15.2% of the smartphone market, and Samsung has 20.8% of the smartphone market, making them a rival in the technology market. “You know, Samsung used to be quite cheaper than Apple, but now it is just about the same,” Connelly, a tech professional in KISJ, said.

According to a new study by Self, iPhone prices have increased by an average of 81% in the last 14 years. This means that an iPhone is on average US$437 more expensive than in 2007. In relation to increasing gross domestic products, a new iPhone is still US$154 pricier. The price of other companies also rose as time passed, and now, the price difference does not seem extreme. For example, for Samsung, as new technology was introduced to the public and released to the public, the price increased a lot, shortening the gap between iPhone.

Even though the price is high, people might select the easier product to use in their current environment. “Samsung phones are better fit for Korean users, and the price was not extremely different,” Jay, a Samsung phone user, says.

As shown, for particular environments, especially in Korea where Samsung has been made, Samsung products have been easier to use. The price was not the crucial factor that led people to decide on the device.

Indeed, Apple products have not been a perfect device for everyone, but they surely have their expense reasons. “Even though Samsung has developed its technology a lot, still, overall, Apple has better technology than Samsung,” Jay said.

Samsung and other companies have long been following up on Apple’s hardware and software technology, and still, they have the lead on it. For customers, it seems like the price of Apple was reasonable for its advanced technology, and they tend to understand that Apple is worth the cost.

Not only the technology was the consideration for customers. “The brand power is good, and by owning this phone, I can have a better style,” Daniel, a student who has a vast interest in Apple products, said. Apple officially has stated that they aim to be the luxury line of smartphones that has an ongoing cost, which is pretty expensive.

Due to its marketing strategy, the customers believe that Apple products have a better style and are superior to other products. The price was no longer an essential consideration when selecting the device.

“For me, hundred dollars is not a huge difference,” Jay said. After the interview, it was clear that the price difference between Apple products and other companies like Samsung has been reduced and was not a primary factor that stopped the customers from buying the Apple products. Now, people consider which products have better technology, which is a better fit in the current environment and has better brand power.

Apple manages their customers with a promising technological advance that makes them adjust to the environment of Apple software and create excellent brand power so that despite the slightly high price, people select Apple products rather than the other products.