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iPhone 15: New Model, Same Magic, Apple’s Secret Sauce and the Nigerian choke hold effect


Every time a new iPhone is released, there is predictable excitement. Fans from all around the world eagerly anticipate the release of the newest model, expecting for ground-breaking innovations and impressive advancements. This time, it’s the iPhone 15, and even if it has a Titanium frame for a lighter feel, the brightest screen, and a better camera, the question still stands: what is actually revolutionary about this device?

The Familiar Recipe and the Price Tag Spectrum
New model, same features, and a hefty price tag. The iPhone 15 doesn’t stray far from its predecessors, offering a brighter screen and an improved camera. The standout change is the addition of a Titanium frame, making it the lightest iPhone yet.

What more? The “all-new Action button” perhaps, as it is a talking point among consumers because it extends an invitation to consumers, providing easy access to a variety of features without the confusion of unlocking or switching between apps. But beyond that, it’s mostly business as usual. Or we should talk about the switch from its Lightning port to USB Type-C cord which has steer mixed reaction among users?

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Now, let’s discuss numbers. Apple is skilled at accommodating different budgets. There is a model for everyone in the four variants portfolio, which includes the iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max. The base model, which costs $800 and is identical to the iPhone 14 Pro, to the astronomical price of $1700 for the iPhone 15 Pro Max. But what motivates customers to keep pulling out their cash?

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Despite a perceived lack of innovation, Apple’s continued success remain a marvel. The Cupertino behemoth sold an astounding 46 million in the first quarter and 45 million in the second quarter of 2023, despite predictions for a 6 percent fall in device sales in 2023, which translate to about 1.1 billion gadgets. What, therefore, is the formula behind Apple’s success?

The Marketing Marvel
The answer lies in marketing. Apple has succeeded in positioning the iPhone as not just a phone but a luxury item. Many marketing experts credit this shift in perception. The numbers back it up too, with a remarkable 90% customer retention rate.

Users often stick with Apple, trading one iPhone for another. Many are deeply entrenched in the Apple ecosystem, owning iPhones and MacBooks, thanks in part to the seamless integration of iCloud and iMessage. So, should Apple be concerned about its lack of innovation, or can it rest easy in its comfort zone?

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Nigeria and the iPhone’s choke hold effect
Nigeria stands out as a unique example from a global standpoint. In a nation where Android accounts for 86% of smartphone users, 13% choose iOS, and only 1% stick with Windows phones.

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Android has a commanding 78.7% market share as of April 2023, while iOS rises from 6% in 2020, 10% by 2022 and over 14% as of the last report made available in April by Statista. Here’s where it gets interesting: over 133 million people in Nigeria live below the poverty line out of a population of over 200 million.

The average wage is ₦71,549.83 net, which means an average Nigerian would have to toil for 302.9 days to afford an iPhone 14 Pro, provided they saved every penny. Then one wonder where the 13% which of course is fast increasing, are seeing the money to buy not just an iPhone but the latest one at that.

So, what’s driving this surge in iPhone ownership in Nigeria? It’s what I will affectionately call the “iPhone’s choke hold effect.”

It’s a phenomenon where the allure of Apple’s devices is so strong that little can be done to resist. Despite economic challenges, Nigerians continue to find a way to own iPhones, a testament to the brand’s global appeal.

Dear fellow Nigerians, have you up your hustle for the new release or the charming allure of iPhone has finally subsided?

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