With 1.5-billion PCs on planet earth, and nearly 4-billion smartphones, you would expect plenty of switching from one platform to another. Nope. Doesn’t happen. Apple says far more customers switch from Android to iPhone and from Windows to Mac than the other way around.
Same Old, Same Old
Regular Mac360 readers will know our perspective on differentiation as a key component of product marketing. While it’s true that Android OS is not iOS and Windows is not macOS, the similarities are far more striking than differences.
- Android – apps, touchscreen display, lower prices,
- Windows – apps, point and click, lower prices.
- Mac – apps, point and click, higher prices.
- iPhone – apps, touchscreen display, higher prices.
Yet, most of the switching that goes on does not go toward lower prices; it moves from lower prices to higher prices.
There is not a single notable reason that explains what goes on when customers switch from one platform to another, but for Apple the reasons are many and varied, and all fall into the category of differentiation.
Malware – generally speaking, Android OS and Windows have far more malware than iOS and Mac. Customers do not want the hassles.
Integration – Apple does a superb job of making sure that basic applications work well, sync well, and are easily used on macOS and iOS (Watch, too).
Resale Value – People may keep their Macs, iPhones, and iPads longer than their Windows and Android counterparts, but Apple’s customers know value is not price tag.
Apple Store – This has become a huge differentiator; Microsoft may have stores, but Apple has 10 times as many and they are well staffed for help, education, and service.
Ease Of Use – While similarities are obvious between all four platforms– macOS, iOS vs. Windows and Android OS– Apple focuses attention on usability, while Microsoft’s OS and Google’s OS bases are divided into two major groups. The average user who does not care about usability, and the geek who demands full on customization options. Apple sits in the middle.
Stickiness – This is my favorite differentiator because it adds all the above but includes a few basics we take for granted. Touch ID and Face ID marry convenience to security. Nobody else does it that well. Messages created a whole class of enjoyable tools used to communicate; nothing like that on Android or Windows. Privacy and security might be a bit of lip service coming from Tim Cook’s Apple, but the company’s position reigns supreme over Android and Windows, where both platforms are full of malware and trackers.
All those items combine to create a sticky, pleasant, comfortable environment which makes it difficult to leave without some very good reasons.