Apple has emerged as the top brand among female consumers during the COVID-19 pandemic, according to MBLM’s Brand Intimacy COVID Study. 49% of those surveyed indicated that they couldn’t live without Apple products. Approximately 21% of respondents stated that they would be willing to pay a 20% premium for the brand’s products and services.
Apple products have consistently ranked highly among female consumers, whether among those who earn between $35,000 and $75,000 or those who earn between $75,000 and $150,000. The brand’s success can be attributed to its successful cultivation of a luxurious image, positioning its products as must-haves for consumers despite their income levels. It is clear that Apple’s marketing efforts have effectively resonated with this demographic, solidifying the brand’s appeal.
But what is it that makes Apple products so desirable to this particular demographic? There are various factors that contribute to the brand’s success. One of the lesser-discussed reasons is related to gaming. With women now making up almost 50% of gamers, Apple products need to stand out from competitors in order to appeal to this demographic.
In order to support the latest and most demanding video games, a strong processor is a necessity. Macs are known for their powerful processors, and the Mac Pro 18, in particular, boasts impressive computing power that is capable of handling modern games. Mac games tend to have excellent graphics, seamless performance, and a high-quality gaming experience.
Indeed, across its product range, Apple is known for building high-quality products that are often the best on the market, an additional factor that contributes to the popularity of Apple products among females. The iPhone X, for example, uses the A11 Bionic chip, which is faster and more intelligent than any of its predecessors. As reported by Digital Trends, the chip features a six-core CPU, resulting in a 25% increase in speed compared to the iPhone 7 and a 70% increase compared to the previous model.
Not only is the technology that supports Apple products impressive, but their sleek, modern design is part of the appeal of their products, which often feature clean lines and a minimalistic aesthetic, with a focus on functionality and user experience. Apple products are designed with careful attention to detail, with high-quality materials and a build that is meant to last.
Many of their products, such as iPhones and iPads, have a unibody design, which means that the body of the device is made from a single piece of material, typically aluminum or stainless steel. This gives the device a premium feel and helps to make it more durable. Apple products are also designed with a strong emphasis on ergonomics, with the goal of making them comfortable and easy to use for long periods of time.
Apple’s success among female consumers can, therefore, be attributed to a combination of factors, including its luxurious image, high-quality technology and design, and a strong focus on user experience.
With a wide range of products that are known for their performance and durability, it is no wonder that many women consider Apple products to be essential in their daily lives. The brand’s popularity is likely to continue as it continues to produce innovative, top-of-the-line products that appeal to a broad range of consumers.