The Apple Formula

The iPhone 5 has been splashed all around the media this month, although not for all the right reasons. The phone has negatively remained in the public eye due to it's supposedly underwhelming features, and most recently because of people expressing their disappointment with Apple's clumsy Maps. Despite this, the phone still received 2 million pre-orders in just the first 24 hours: that's double the record that was previously set by the iPhone 4S. No amount of bad publicity can seem to dishearten Apple consumers, as Apple's seemingly magic branding is untouchable.

With such an elongated build up to the release of the iPhone 5, many are now feeling underwhelmed as the phone didn't reach their massive expectations. They were expecting a revolution, complete innovation, and fireworks. It isn't clear exactly what features would provide all this, but what Apple delivered clearly didn't do the job for some. This disappointment with the product has led to relentless comparisons with the Samsung Galaxy SIII, where the Samsung's specification list always exceeds that of the iPhone 5. Even Samsung have hopped on to this band wagon, by producing a particularly catty print advertisement campaign which again weighs up the specifications of the two phones, with an included caption of "It doesn't take a genius".

However, this campaign has left Apple completely unfazed as the iPhone 5 has yet again illustrated an overwhelming demand for Apple products, with their latest phone being an instant success. This demand will dominantly be made up of Apple's fiercely loyal fans: but how is that this brand has constructed such a loyal and loving community? Many believe it's the passion behind the production, and this is particularly communicated through their advertising in which they depict why they do what they do, as opposed just saying what they sell. Others put it down to the humanistic touch Steve Jobs placed upon the brand, creating this easily accessible yet close-knit community.

Whatever their recipe is, Apple has an audience which seems to have made them impregnable to bad press and criticism.

What do you think?