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Kuniye

Les Samsung Galaxy S9 Plus et Huawei P20 Pro co\u00fbtent aussi pr\u00e8s de 1000 euros<\/figcaption><\/figure>\n

Finalement, les constructeurs de smartphones Android sont tout aussi responsables du prix de l'iPhone X<\/strong>. En proposant leurs mod\u00e8les \u00e0 des prix toujours plus \u00e9lev\u00e9s, fr\u00f4lant la barri\u00e8re des 1000 euros, ils favorisent cette impression qu'un smartphone haut de gamme en 2018 vaut 1000 euros. Ce n'est absolument pas le cas, j'y reviendrai. Le plus troublant est que les concurrents (\u00e0 l'exception de Samsung) se cassent les dents ann\u00e9es apr\u00e8s ann\u00e9es en continuant d'adopter ces pratiques tarifaires. A croire que la le\u00e7on n'est toujours pas comprise. Si Apple peut se permettre de vendre ses smartphones plus de 1000 euros, c'est parce que son histoire, son parcours et sa puissance marketing lui permettent de fid\u00e9liser une certaine client\u00e8le. FInalement, \u00e0 vouloir “la jouer comme Apple”, les concurrents favorisent non seulement la mont\u00e9e des prix mais renforcent l'image de marque d'Apple.<\/p>\n

iPhone : entre fid\u00e9lit\u00e9 et marketing<\/h2>\n
Apple a toujours su fid\u00e9liser ses clients. Son \u00e9cosyst\u00e8me, sa philosophie, son service apr\u00e8s-vente incomparable, la convergence de ses produits et syst\u00e8mes, tout pousse un habitu\u00e9 des produits Apple \u00e0 continuer avec cette marque. C'est d'ailleurs ce qui revient souvent lorsque je pose la question \u00e0 mon entourage “pourquoi l'iPhone ?”. La r\u00e9ponse est toujours la m\u00eame “parce que j'ai l'habitude et que \u00e7a marche”. Les clients sont fid\u00e8les \u00e0 Apple parce que \u00e7a marche. Vous connaissez sans doute l'expression “l'herbe n'est pas toujours plus verte ailleurs”. Changer de marque, d'interface alors que tout fonctionne parfaitement est un risque trop grand \u00e0 prendre pour de nombreux utilisateurs. D'autant que l'\u00e9cart de prix avec les concurrents n'est pas si grand, et qu'Apple d\u00e9tient une recette marketing bien huil\u00e9e.<\/p>\n
Le premier iPhone est dans l'inconscient collectif le smartphone r\u00e9f\u00e9rence.<\/strong> Il \u00e9tait le premier \u00e0 r\u00e9volutionner la t\u00e9l\u00e9phonie mobile. C'est lui qui a d\u00e9mocratis\u00e9 le tactile, c'est lui qui a pos\u00e9 les bases du smartphone tel qu'on le conna\u00eet aujourd'hui. Cet effet est renforc\u00e9 par une strat\u00e9gie marketing incomparable. Les keynotes de pr\u00e9sentation sont des \u00e9v\u00e8nements suivis \u00e0 travers le monde. La keynote d'annonce de chaque nouvel iPhone est l'\u00e9v\u00e8nement high-tech le plus suivi de l'ann\u00e9e. Dans le discours, Apple a \u00e9galement trouv\u00e9 la recette : les fonctionnalit\u00e9s mises en avant sont orient\u00e9es usage et non technique. Le proc\u00e9d\u00e9 est simple : vous voulez faire cela, l'iPhone int\u00e8gre cette technologie pour le faire, voyez comme il est simple de l'utiliser. Le sch\u00e9ma est basique : besoins, technologie, d\u00e9monstration.<\/p>\n
$\"apple$ <\/p>\n
Ces m\u00e9thodes sont reprises dans les publicit\u00e9s : chaque spot de pub TV met en avant une fonctionnalit\u00e9 particuli\u00e8re avec une mise en sc\u00e8ne punchy. Dans les boutiques, l'iPhone a toujours une place pr\u00e9dominante. Entrez dans une boutique op\u00e9rateur et vous constaterez que l'iPhone a un espace d\u00e9di\u00e9, avec un visuel qui lui est propre et un ou plusieurs mod\u00e8les de d\u00e9monstration. Dans certains points de vente, Apple a m\u00eame une mini boutique dans la boutique. A peine imaginable il y a quelques ann\u00e9es. Cette omnipr\u00e9sence de la marque \u00e0 une place particuli\u00e8re, isol\u00e9e de la masse, renforce son c\u00f4t\u00e9 \u00e9litiste. Lorsque l'on a un iPhone, on “p\u00e8se dans le game”.<\/strong><\/p>\n