Apple Inc. (AAPL): Tim Cook Making It A Lifestyle Brand


Apple Inc. (NASDAQ:AAPL)’s June quarter revenues and iPad sales might have disappointed some investors. But Tim Cook has much bigger plans (and products) to strengthen Apple’s ecosystem. He is working to bring iOS to all parts of consumers’ lives. At the third-quarter earnings call, Cook said the company has a large vision for the iOS, from the pocket, to the workplace, to the car, home and gym.

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An Apple device for each aspect of life

UBS analyst Steven Milunovich said Apple is making interaction between its products and services more real. And that’s clearly visible. The latest quarter’s poor iPad sales were compensated by strong Mac sales. At the Worldwide Developers Conference (WWDC), the tech giant introduced the Continuity feature to make the experience more seamless.

Soon, you’ll be working on the Mac in the office, surf the Net on iPad in the living room, watch TV or play games on Apple TV, interact with iBeacon in stores, use CarPlay is automobiles, have iWatch for health & fitness tracking, and send or receive money with a mobile payments service. Meanwhile, the iPhone will be everywhere with you as a digital hub. That’s Tim Cook’s plan. An Apple device for each aspect of life.

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Customer loyalty crucial for Apple

Tim Cook has an affinity for the phrase “customer satisfaction.” He uses this phrase at almost every event, including the WWDC. The Apple CEO knows that customer satisfaction, product experience and customer loyalty are among the most important metrics for Apple. They are crucial to lay the foundation for future products and services. Technology offers a choice, so lock-in no longer works. In this scenario, loyalty is important to maintain its premium brand and protect margins.

Steven Milunovich believes that the Apple story from here would be less of a tech company and more of a “lifestyle brand” or luxury consumer franchise. The tech giant’s latest 10-Q filing with the SEC clearly indicated that the company is planning to add multiple new revenue streams by launching new products and services this year.

Apple shares fell 2.27% to $95.93 at 1:16 PM EDT on Thursday.

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