• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Are Apples (iPhones) and Oranges (Droids) interchangeable?

There seems to be an Apples vs Oranges (Droid or Android would be more accurate) tug of war in the media these days as they consider the battle for dominance by the two top smart phones.

There is even an article written called “iPhone, Android neck-and-neck as ‘most desired’ smartphone in U.S.”

droid-vs-iphone1It makes sense to compare the two because both are smart phones and both represent the public’s concept of the category of smart phones. But they are not the same. Not by a long shot. One, the iPhone 4 is preferred by far over the other. How can I say this?  Simple. Because the iPhone is the only one that carries a meaningful brand.

Comparing the iPhone4 and the Android as if they were interchangeable is like comparing a Mercedes Benz to a Camry as though the Camry’s popularity is based on preference. What if the Mercedes Benz cost the same as the Camry? What would be the most popular then?

Think about this. One of the devices is from Apple. It costs a third more than the Android and currently only runs on one (albeit inferior) network. In other words, to by an iPhone, you must sacrifice your current carrier unless it is AT&T, hand over $100 more and inconvenience yourself to go to just a few locations to buy it. Whereas if you want an Android, you pay $100 less, it runs on any network (including AT&T) and you can buy them anywhere.

What’s the difference between the two? A single word —Apple and a single value — brand.

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