Appleinsider reports on a recent IDC study that shows despite impressive iPod growth, Apple worldwide share in the computer area has actually slipped from 2.2% to 2.0% and share in the US is fairly flat at 3.6%.
While it's disappointing for the Mac fans that more people haven't gotten the religion, share is only one of evaluating success. A look at operating margins paints a different picture. Apple's margin is almost double (12.27%) that of Dell (7.45%) the current share leader. In stable, commoditized, categories, strong brands are far more effective at protecting margin than growing share.
However, you have to wonder what it is about the brand that feels like it's "not for" so many people. The technological barriers don't really exist anymore and the product is acknowledged as superior. As much as we in the industry admire what they've done with their brand, there's clearly something in it that isn't inclusive for the minstream.
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Thursday, June 01, 2006
Posted by Adrian at 6/01/2006 02:45:00 PM