Success factors: durability, reliability, sustainability
Apple products are known for their longevity and reliability. According to an analysis by Asymco, the average lifespan of all Apple products over the last ten years amounted to four years and three months. Apple's own studies assume that owners of new Apple devices keep them for three to four years. However, Apple argues that most products last "significantly longer" and are often passed on, resold or returned to Apple. This longevity contributes to the reliability of Apple products and makes them a good investment, especially for businesses. For Apple products, especially Macs, several studies indicate that they cost less over their lifetime compared to PCs[v]. Although initial costs for Macs are higher compared to PCs, total cost of ownership (TCO) is lower. TCO takes into account the entire life cycle of the device and not just the acquisition costs. This includes services, application licenses, device management, end device security, support requests and hardware repairs. A study, commissioned by Apple and carried out by Forrester, shows that a Mac can achieve a total cost saving of USD 843 compared to a PC over a life cycle of three years[vi].
An IT equipment manufacturer with a fan base
Ease of use is also an essential part of Apple's success. Apple products are designed simply and innovatively to provide a user-friendly and intuitive experience. Apple ensures a consistent user experience across all devices. If you know how to use one Apple product, you can easily use another. This is why Apple has a large and loyal fan base and has become a brand that conveys status over the years, precisely because of its quality products.
In addition to user-friendliness, the fact that Apple has created an ecosystem in which all its devices and services work seamlessly is also important for companies. This interconnectedness, together with the ease of use, improves the user experience and makes users more productive. This is not just an empty claim: research has shown that Mac users tend to be more productive and satisfied, which can lead to better employee retention. A study by IBM, for example, shows that 22 percent more macOS users exceeded expectations in their performance reviews than Windows users[vii].
