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While the general public might view Apple’s patent battle with Samsung as one company protecting their patent rights, behind the scenes lays the possibility that Apple may have devalued their own brand by winning the judgment. The exclusivity that Apple markets itself under is the cornerstone of their successful product development. They have created high demand for years by suggesting the technology that power the iPhone simply cannot be found anywhere else.
This marketing strategy has served Apple well, especially when master marketer Steve Jobs was at the helm. Devoted Apple customers are quick to show off their iPhones, as if to imply membership to an exclusive club that accepts only the best of what technology has to offer. But now this widely covered patent case has exposed some truths about the iPhone. At the forefront is the fact that you don’t have to search very far to find similar functionality and features…on a less expensive phone.
Will the result of Apple vs. Samsung go on to hurt iPhone more than help it? Certainly not right away, as it will take more than opinionated scuttle to steer Apple’s biggest fans away from the brand they have so proudly defended for years now. However, some are predicting that this win will motivate Apple to sue more companies in the future. How will this be perceived by the public? Will the average person support Apple’s territorial wars, or will opinions begin to shift towards less restriction in the marketplace? Continue reading →