iPhone's positioning of cheaper version(5c) will dilute the brand image of Apple
Apple iPhone stands not only for Quality it provides but also symbolises a lifestyle statement for many. With Apple adding a cheaper version of the iPhone in its portfolio (iPhone 5c), sales numbers will soar up. But will it hurt the overall 'brand value' Apple stands for? Will positioning it as a mass market product take away from the 'premium' brand positioning Apple had and will users move away to competitive offerings from other brand?
"It's only perceived cheaper in countries like the US, where
the operators subside the iPhone by locking you into a
contract for 2 or more years. It seems Apple has dropped the
ball with the iPhone 5 C. It could have been so much more,
become a great disruptor, forced other companies to start from
scratch and truly reboot the mobile phone business. Instead
its just a old iPhone 5 in a new plastic body."
Makhni, Gadget Analyst and Television Presenter
"No, it will not dilute the positioning at all. iPhone was
always meant to be a mass product. Afterall its a mobile
phone. Because of its look and built quality, it had an 'elite'
product perception in India. But in US and many other parts of
the world, it was always a mass product."
Kakkar, Brand Expert and Indian ad film director.