My first iPhone was the iPhone II. It was pretty much love at first swipe on the then novel interface that was so intuitive. My experience was brilliant. Here was a device that seemed to understand how any human would want to interface with a small device.
Without question, I was highly committed to the product. As I downloaded one app after another, my commitment grew even further. Apple really did create something that I didn’t know that I couldn’t live without. I no longer had to wait in the rain for buses as my OneBusAway app tracked their whereabouts near real time. Urban Spoon made finding restaurants fun. Pretty soon, I was banking on the iPhone, tracking flights and posting the photos of the best moments of my life.
Through this new blissful relationship with the iPhone, I overlooked some irritations with the company like the “iTunes jail”. I had avoided any of the Apple iPod devices because of my dislike of iTunes. For a company that understands customer experience so well, I never understood how could they miss so badly with iTunes. In short while I was committed to the iPhone, I wasn’t very committed to the Apple brand. My commitment was about the superior features of the product. It wasn’t that I had built an affinity with the brand.
When Android started making some serious noise, I started paying attention. However, the inferior hardware products on Android kept me through several iPhone upgrades. Yet, my lack of commitment to the Apple brand made me an at risk customer. I wonder if Apple knew about people like us – in my profile group? Did the company know that there was a segment of their customers at risk for retention?
Finally, just a couple of weeks ago, I switched to the Samsung Galaxy Note II. I wanted the bigger screen to replace my tablet. I liked the creativity tools with the S Pen. I was annoyed about the Apple coming out with their own map on the new iPhone. That was symbolic of why I never really committed to the brand.
I won’t lie, there are times, I miss the iPhone as I learn the new Android interface. But I’m still happy with my decision.
This was my story about my customer journey with the iPhone and Apple. I represent one segment among many. However, would Apple have communicated with me differently if they had known my changing sentiments along this journey? Regardless, I know social data can provide that type of insight.