Surprise. Apple is not yet a premium brand. Yours truly with details:
Apple lacks the high customer repurchase intention of premium brands such as Saks, Louis Vuitton, and Nike.
Yet 95-percent of Apple’s iPhone customers plan to buy another iPhone. What gives?
Apple’s iPhone and iPad business have grown so rapidly that barely 50-percent of actual profits come from repeat customers. In other words, the customer base is so new that there’s not much repeat purchasing going on, hence, Apple isn’t at the premium brand level.
At the current rate, Apple will be premium brand in two or three years.