It is amazing how Apple devices are considered cool despite the fact they aren’t the most innovative technologically speaking compared to competitors Huawei and Samsung.

It’s a cool (and not perfect) product vs commodities.

Emotions and storytelling of successful and empowered people are the key success factors of this legendary brand.

It just should continue to develop state-of-the-art products and avoid the mistakes made by the then-market-leader Nokia thanks to: – being curious and emotional – talking to the customers heart – keeping an eye on the competitors and the market trends – making it DIFFERENT – using its own language and tone of voice – staying outside the ivory tower

While brands like Huawei struggle to conquer the US market, Apple is just making it happen in China.

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