Apple Switchers and a secure ecosystem.
At Creative Strategies, we recently did a report that showed about 30% of Android users who do not have an iPhone are thinking of switching over to an iPhone.
This should not be a surprise given that Apple, in their last two earnings call’s, has stated that they see a rise in switchers every quarter.
Data from other researchers also confirm this trend.
The latest Consumer Intelligence Research Partners data for the April to June quarter showed that Apple was attracting more Android switchers than at any time in the past 12 months.
The good news for Apple is that relative to earlier quarters, they attracted a higher percentage of iPhone buyers from Android phones. In the past three quarters before the June 2017 quarter, Android owners had represented 14% to 17% of iPhone buyers. With lengthening upgrade cycles and a growing percentage of owners with the most recently released models, continued platform switching will be important to the success of the next iPhones.
Apple even has the campaign to answer the question of why someone should switch to Apple iPhones over Android phones.
Head over to the iPhone tab on Apple.com, and you’ll see a new box in the middle of the page. Called “Why Switch,” it declares that “Life is easier on the iPhone,” and offers ten questions potential switchers might be asking:
[ Further reading: Everything you need to know about iOS 11 ]
1. Will it be easy to switch?
2. Is the camera as good as they say?
3. Why is the iPhone so fast?
4. Will iPhone be easy to use?
5. How does iPhone help protect my personal information?
6. What makes Messages so great?
7. Can I get help from a real person?
8. Can I switch at an Apple Store?
9. What about the environment?
10. Will I love my iPhone?
This interest in switching comes at a time when Samsung and Google both have stellar smartphones that are equal to and in some ways, have even a few better features than Apple’s newest iPhone models. The interest in Apple’s iPhone line of smartphones is getting greater interest these days from the Android crowd.
Our research on this suggests that there are four main reasons for Android users to seriously consider the move over the iPhone and Apple’s eco system of products and services.
The first reason is an age-old one and focuses on Android’s basic security. Googles have so many versions of Android out there and until only recently started updating their current versions on a more regular basis. But in many reports, basic Android versions, even one’s using specialized software from dedicated vendors, is shown to being the most vulnerable mobile OS and in many ways insecure. Samsung appears to have done the best job with their extra layer of security software via KNOX, which has helped them gain traction in enterprise and business accounts, although Apple’s iPhone still dominates the smartphone market for business at almost all levels.
The second reason is perhaps the most important one, and that is Apple’s overall ecosystem continues to get better and is becoming a real draw for Android users. The OS fragmentation within Google’s Android ecosystems still makes it difficult to manage all of a users content seamlessly across other Android devices. And, when we look at switchers and ask about why they want to switch, the reason of interest also includes Apple’s security because Apple has, at the technical level, the tightest controls over their apps and ecosystem so that they are more secure than what is available within the Android environment.
Some consider Apple’s approach as a closed system, and for many Android users and non-iPhone users, this is a reason for them not going over to Apple products. But we continue to see the public looking at Apple’s closed system as a protected environment that keeps out false apps, services, and outside intruders and in that context, Apple’s ecosystems are looked at in a very positive light. This seems to be a highly cherished part of Apple’s world as users are becoming even more afraid of hackers, identity thefts, and all sorts of nefarious threats facing them these days. To them, Apple provides a “safe harbor” to digitally live their lives out, which I believe is why we are seeing such a high interest in switching.
The other thing we keep hearing from those looking at switching is the fact that Apple’s continuity system, the feature that keeps all of your Apple passwords, settings, pictures and video always in sync across all Apple devices is of very high interest to them. Yes, within Google and Android they have simmer features, but in my experience, they don’t work as well as those within the Apple ecosystem when it comes to seamless synchronization and integration within Apple’s protected ecosystem.
The fourth thing in our estimation that is the big differentiator is Apple’s store, Genius bars and overall customer service and support. I recently had a serious issue with Android on a high-end smartphone and trying to get answers from Google, or even vendor support to solve this problem was like pulling teeth. Ben and I have written in the past about Apple’s stores giving Apple a huge advantage over their smartphone competitors, and this is not going to change.
Microsoft has done a good job with their retail stores that sell Windows laptops and desktops, but they also provide classes and customer service when it comes to Windows-based devices.
As we go into this holiday season, our research suggests that Apple will continue to draw strong interest from Android users and could accelerate the pace of switchers in the new year. Apple is well aware of the opportunity they have in moving more and more people over to Apple products, and like the page, they have for switchers shows, they are becoming even more adept and aggressive in trying to lure them over to the Apple ecosystem.