Is Apple losing its Cult?

I have been using Apple products for more than a decade with repeat purchases that relates to my work. I use to proudly say that I belong to the Apple’s cult family and now I shun. Not because I have issues with the product but because of its new customers.

We know that Cult is "something fashionable or popular among a particular group of people". In terms of Cult Brand, it means fascination towards these brands not because they deliver distinctive benefits, trustworthy service, or innovative technologies (though they may provide all of these). Rather, this brand fanaticism is due to the reason that these iconic brands forge a deep connection with the culture. In essence, they compete for culture share.

Years back when i get to meet Apple user, we had a lot to share and talk about the product and its features, but today, I listen to comments from new users who are the buyers of products such as ipod and iphone. Some how I’m not able to accept these new customers as part of the Cult Group. I’m sure they are not anyways.

I don’t think these new customers who use ipod and iphone have the desire to buy an iMac or an Apple Pro. If they are, then I can consider them as part of the cult. For instance, let’s take Harley Davidson. HD is a rider’s bike and many wish to have one and those who buy its branded apparel products such as jackets, caps and boots, always long to buy the bike one day. This is a simple qualification for a new member to join the cult group of HD. The new customers of Apple who use the ipod and iphones are not just qualified to be part of the Cult Group, but they are also turning to be dangerous for its overall core customers.

Today I see Apple launching more of its products for the masses and very minimum efforts are put in place for upgrading its products such as Mac which are used majorly by its cult group. Well I think it’s the management who has shifted its focus from being more customer-worthy to investor-worth in the past few years. I’m sure the same management will also know that it’s because of its Cult Group Apple has reached its present position.