Professional Documents
Culture Documents
Misconcceptio
3 Common Youth
Handset
Misconceptions
1) Youth favor high end tech handsets. Some youth
1) Y th f hi h d t h h d t S th
favor smartphones but the majority opt for cheaper low
spec models due to a) lack of need for high end features
and b) prepaid & economic limitations
2) Youth respond to features. Youth rate brand values
such as quality and trust above technological features.
Prices ranks higher than features.
3) Apple’s youth popularity is driven by its technological
pp y p p y y g
innovation. Superficially, Apple’s success can be explained by the
innovative design & user interface yet much of its youth market
appeal lies in the brand’s long term organic approach to building
grass roots activism.