Apple true to core values

Hell hath no fury like an Apple iPhone owner scorned as the fierce debate around Mark Ritson’s recent column shows. He suggested the iPhone has no appeal to under-25s. Read the column at and some of the online responses below.

Should we not be more interested in what youngsters want to own? I am guessing that Ferrari, Aston Martin and Lamborghini owners are skewed to the older side as well (just because they can afford them). But that does not make the product less cool.


Young people typically spend less and follow their peer group, which is why you’ll more likely see them with a budget Windows 7 laptop than a MacBook Air. Apple’s skill is in realising that you don’t need to own every segment of every market, just those where you can offer products that fit your core brand values.

Adrian Short

Apple may use an endorser brand architecture, but that doesn’t mean it won’t launch a new and different handset in a couple of years that will suit the audience whose parents use iPhones. The iPhone may continue to be “the parent’s phone”, as the new generations will have their new iSomething. Sales volumes may favour Android phones, but I’m not so sure about sales value.


Mark Ritson replies: The key issue is not possession. If you review the data, it is very clear that for every under 25-year-old iPhone user there are two Android users. The point that many of you are making is what this under-25 segment would prefer to use – all things being equal in terms of price. The only data I have seen on that point comes from Ofcom, which only measures brand preference and therefore iPhone is covered but not Android phones. The iPhone is the brand of choice for 38% of over 25-year-olds, but that drops to 25% among the under-25s.

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