Apple Products and Social Pressures

To what extent do social pressures influence youth consumption of Apple products as opposed to alternative brands?

Introduction

As far as we can remember, Apple has always been a part of our lives. Featured in movies and promoted all over the Internet, everyone has heard about the brand countless times. The majority of high school teenagers desired the iPhone as it was seen both as an indicator of one’s wealth and a symbol of technological advancement. The more recent the iPhone, the wealthier you would be perceived as. May that be true or false, that environment definitely shaped my (Tom Mansuy) desire to purchase an Apple product. Owning a Nokia 639 was ruining all my chances to climb up the social hierarchy. My parents were strictly against it, and told me they would not finance any products from this brand. Stubborn as I am, I found a job at a local farm and spent all summer working so I could purchase a Macbook air and iPhone before la rentrée des classes. I remember being convinced that I’d feel more included and “popular” in my school. Funny enough, I moved out so I was not able to notice any change in behavior from my comrades nor provide an answer.

Riwa, Pierre, and Sama all share similar stories. All owning an iPhone now, we got very intrigued in what we coined as “the Apple Phenomenon”, namely the social pressure that surrounds the purchasing of apple products. Is it true? Are there any studies that prove the influence of our social environment into consuming Apple products? Can we talk about social pressure? What are the different tactics the brand uses to influence consumers behavior? This research paper provides a clear answer to our initial interrogations.

Hypothesis

Having more or less experienced similar situations when it comes to purchasing Apple products, we believed that one’s social surroundings plays a large role in their choice of Apple product consumption. Namely, people who are constantly surrounded by these products are more likely to want to use them and therefore purchase them. Hence, we are quite confident that people do not tend to buy Apple products for their technicalities but for more “superficial reasons:” the social status it gives them among their peers. We also do not believe it reflects someone’s economic status as there exists today a panel of different options making Apple products accessible such as paying installments.

Survey

In the interest of amassing as much data as possible, we decided that a survey would be the ideal source of data for this investigation as it would allow us to reach a broader audience. Conscious of our reach being primarily limited to youth and young adults, we defined the focus of our sample demographic as any individuals whose age is between 15 and 25 years old. Having that in mind, we sent out our survey to SciencesPo students, mainly from the Menton campus, as well as friends and family back home fitting the age limit. Capturing the perception of the matter from a youthful perspective was especially valuable to our group members, whom, like the participants in our survey, grew up as the release of the iPhone, iPad, and Macbook took the world by storm. By evaluating a community of people for whom the Apple brand became a part of their upbringing or at least a central institution in their societies early on, we’re able to capture a raw perspective that is unstained by the knowledge or experience of prior technological standards/norms. As a result, we not only expect for there to be greater homogeneity in the survey results, but also a degree of understanding about trends and social pressures that older generations may not be as aware of or sensitive to. In turn, narrowing down the age demographic while still obtaining a significant amount of participants will render the data easier to interpret and the societal conclusions clearer.

In regards to the content of the survey, we divided our form between three sections 1) General information 2) Apple users 3) Non-Apple users. In the first section, we asked general questions about participants’ backgrounds, operating systems of electronic devices, and the factors that influenced their choice. People whose collections consisted of various operating systems (including an Apple device) were expected to fill in the whole form as it was imperative to account for individuals who blurred the lines between groups. The two last parts investigated the respondents’ first purchased devices, pinpointed the philosophy behind their choices, and dove deep into their social environments and experiences with their device(s). Due to the sheer complexity of factors which shape each individual’s experiences (ex. income, nationality, technological proficiency), we surmised that interviews were not particularly necessary and would only lead us to make false generalizations. Having obtained such a large number of responses, we did not want to spoil the benefit of an expansive, accurate data set.

Demographics

In total we managed to collect 71 responses. In terms of gender ratio, 44 women responded versus 27 men. This can be explained by the fact that the SciencesPo Menton usually has more female students than males. We did notice any drastic differences in responses between males and females. Among these 71 responses, 50 were Apple users, 11 did not own any Apple device, and 10 used a combination of multiple operating systems.

Population Distribution By Age Editor illustration

Population Distribution By Region Editor illustration

Population Distribution by Operating System

History of Apple

Apple Computer Inc - now known as Apple Inc.- founded in 1976 by Steve Jobs and Stephen Wozniak, was the first company to successfully build a personal computer. Their first computer was manufactured in the Job family’s garage. Today, Apple is a multinational corporation that mainly produces and sells personal computers, consumer electronics, computer software and servers and is a digital producer of media content. Following the introduction of the iPod in 2001 and iTunes in 2003, Apple established itself as a leader in the field of consumer electronics and media sales. As of June 30, 2015, Apple was the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$1 trillion as of August 2, 2018. Apple’s revenue has been increasing year by year, from $294.13B in 2020 to $378.32B in 2021 and finally $394.32B in 2022 (TTM).

Academic Literature

Our research project centers its focus on the relation between Apple consumption and social trends while trying to uncover the underlying factors that lead to the consumption Apple products especially among the youth. Through different commentaries, the members of our research team investigated this topic from a variety angles. Thus, our preliminary research is based on a summary of literature reviews and its relation to group psychology.

In "Is Apple’s Fashion Crown Slipping?” published in Forbes in 2019, Cally Russel mainly argues Apple’s success and popularity is hugely accomplished due to two main reasons,prioritizing design and form over functionality and the uniqueness of its devices. Based on Apple’s business model, extravagant pricing, and public reception, the author ultimately arrives at the conclusion that the tech giant is not simply an electronics company, but rather a full-fledged fashion brand.

In another article studying the popularity of Apple, Why the Apple’s iMessage is Winning: Teens Dread the Green Text Bubble released in January 22 in the Wall Street Time Journal, Tim Higgins argues that Apple’s blue bubbles play a huge role in building Apple’s popularity and dominance especially among young smartphone users. He uses stories of teenagers making fun or sometimes even distancing themselves from people as soon as they see their messages are green and not blue. Young people who do not own iPhones in the US often feel excluded as they cannot be added to any group chats.

David Glance'sThe Psychology Behind Apple’s Fans. Blind Loyalty or Just Wanting to Belong?” sheds light on the social aspects that accompany owning Apple products. His article allows for one to obtain a basic understanding on the loyalty behind Apple’s consumer base, and he implies that this loyalty derives from factors such as self identity, Brand drivers, and most notably, social identity. His article opens up the discourse for further questions as to how far the Apple fanbase will go to prove loyalty? And whether or not the reliance on mobile devices as a tool of unity would eventually harm one’s social and self identity.

Our final literature review was concerning the academic article, “Young People’s Adoption and Consumption of a Cultural Commodity - iPhone” by Hui Jiang published in August 2010. Jiang argues that iPhones represent “a source of and channel for the circulation of meanings within the culture.” She describes the iPhone as a “cultural artefact” because it is linked to a certain type of people (young, cool, savvy).

Theoretical Framework

The Apple phenomenon begs the bigger question of what it is that constitutes a human’s innate desire to belong. Before conducting our research, we looked into the psychological factors that may have contributed to the widespread success of Apple as both a brand and connecting and grouping entity. Although research on the social factors of Apple product consumption is limited, group psychology aids in the understanding of this phenomenon.

Robert Zajonc introduced the notion of “attitudinal effects of mere exposure” by which he explains the psychological phenomenon of exposure-based preferences. Zajnoc argues that people are more willing to prefer things that they are more familiar with, and that repeated exposure increases familiarity and therefore a tendency to imitate. Zajonc’s theory provides context for the popularity of Apple devices amongst individuals who are already surrounded by the brand. This theory thrives in environments such as schools, universities, and offices. The continual exposure to Apple products ripples into forming an attraction within especially the non-users who are not as technologically advanced and use such devices for surface purposes– more specifically, students. Similarly, the Apple audience has become so familiar with their devices at hand, that it almost seems natural for them to continue with the use of the product.

Psychologists Mark Leary and Roy Baumeister developed theories on the Human Desire to belong, where they argue that humans have “a pervasive drive to form and maintain positive and impactful interpersonal relationships.” The belongingness hypothesis would suggest that human culture is at least partly adapted to enable people to satisfy the psychological need to live together (along with economic needs, to be sure), thereby assigning some fundamental causal power to psychological forces. The authors suggest that belongingness can be almost as compelling a need as food and that human culture is significantly conditioned by the pressure to provide belongingness. This, in turn, is supported by the fact that people will work extremely hard to prove the fact that they belong within the people they surround themselves with. If said people are Apple users, their choice of device will then become a factor that fortifies this sense of belonging. Apple also enables such behavior by limiting certain softwares to strictly Apple users, a feature we will be analyzing further throughout the duration of our project. This limitation feeds into the desire to belong; it creates a sense of exclusivity that is only escapable if people submit to the purchase of Apple devices.

Group psychology alone, however, does not suffice to explain the sentiment that is accompanied by owning an Apple product, with the help of our research, we were able to extract more personal information from the people we surround ourselves with on the factors that led them to their choice of device.

Analysis Of Results

Do people feel like their social environments push them to purchase Apple Products?

One of the first conclusions we can draw from our data is that 70% of Apple owners estimate that their social environment has played a significant role in pushing them to purchase an Apple product versus 30% who argue otherwise.

Factors pushing towards Apple products consumption:

Following the first question, we then asked our survey respondents to elaborate on the reasons that led them to purchase their apple products in the first place. We then categorized their responses into 6 sections that we turned into a graph. One can note that the top 1 reason is the social perception of Apple products. Indeed, many commented that owning an iPhone felt “cooler at the time” or was “trendier”. Apple has long been perceived as a “cool brand” among the youth. As a matter of fact, in 2016 Apple was crowned the world’s coolest brand for the fifth consecutive year. The title is awarded each year by the CoolBrands index and is based on “authenticity, desirability, innovation, and originality”. Yet, this prize does not seem to have been renewed the years following 2016. All the responses we put in this category used the word “cool” or “trendy” to qualify Apple. The top 2 reason according to our investigation is the fear of feeling left out. Sociological studies have all demonstrated the importance for humans to feel like they belong to some group.

Baumesiter and Leary in 1995 even showed that the need to belong is threatened, it puts at stake the whole cognitive-processing system impacting their analytical thinking. Belonging is humanity’s biggest quest. Wherever humans go, they do it on purpose, to satisfy someone or something, and hence reinforce their sense of belonging. Consumerism is no exception to the rule. Apple has managed to create a whole community around some specific technicalities. Many wrote how due to owning a different operating system, they could not join the iMessage groupchat nor partake in the weekly drama session occurring on FaceTime. Some were even more straightforward and commented “I did not want to feel left out or judged” or “Je ne voulais pas me sentir détaché du groupe”. All these comments highlight the role played by the social environment. Out of fear or rejection and willingness to fit in, many purchased their first Apple product.

Next, we have family influence. Many insisted on the fact that they inherited their parents’ old phone as their first phone. Over time, they got used to the interface and it eventually became a habit of theirs. Past a certain time, they no longer wanted to switch to any other operating system including Apple. In a different light, others have elaborated on how it felt the “natural option” when seeing their siblings and relatives use Apple products. They did not know much about the technicalities but simply imitated their surroundings. One can also assume that a technical problem can also be handled quicker if relatives are familiar with the operating system. The usage of iCloud came up multiple times as it allows for the synchronization of all the devices of one’s family, hence reinforcing their choice of purchasing Apple devices. Next came the aesthetic of the phone and the wide panel of colors Apple offers. One survey respondent wrote that when it came out, the iPhone 5c offered a unique range of colors which felt trendier at the time. Many also commented on the interface saying it is very intuitive and easy to use. Others argued for the clear design of the phone. Finally came the technical features. Interestingly enough, they arrived almost last and hence prove our initial hypothesis. They are not the main factor that influences people to purchase Apple products. Most of the survey respondents explain how they were first and foremost seeking comfort and efficiency in their electronic devices. Apple turns out to combine both. The quality of the photo was an argument that came back quite often, and so did the speed, battery storage, as well as many features specific to Apple products: IOS, Siri, iCloud, Airdrop, Touch ID/Face ID… Last but not least, we gathered the arguments we could not put together. One girl argued that she got her first Apple product because it made her feel as if she belonged to a higher class. Another advocated for the security of IOS products in comparison to Android ones. As a matter of fact, the closed operating system Apple used to make phones safer than Android ones. But in light of recent attacks targeting the brand, the question begs of how long they will remain at the top.

Reasons behind the non-consumption of Apple Products:

After having thoroughly reviewed the reasons that led consumers to purchase Apple products, let’s now look at the reasons that led non-Apple users to purchase a device with another operating system. The top 1 reason mentioned and by far as it represents over half of the possible reasons is the financial aspect. Apple products are known to be very expensive. Over time Apple has built a solid name and reputation, and its products demand has now become inelastic, meaning that even as prices keep increasing, the demand remains stagnant. Yet, Apple products are still unaffordable for some. A few respondents even came to say that the prices were too high for the medium quality of the phone and the short lifetime of the device. 43% of our surveyrespondents who pinpointed the financial aspect as the main barrier, argued that if they had the money they’d immediately purchase an Apple product. The other 57% said they would never. We also noticed that among them there existed a strong desire to go against the system. This financial aspect really intrigued us, so we decided to investigate whether Apple products were mostly purchased by individuals with a strong economic capital. We then drafted two graphs to compare the income bracket of Apple owners versus non-Apple users.

Financial resources among Apple and non-Apple users:

As one can see, the income bracket of the non-Apple users is between less than 10 000 to 100 000 euros with a peak between 10 000 and 30 000 euros. This is quite the opposite when we look at the financial resources among Apple users graph. Indeed, we quickly notice that more than half of the Apple owners who answered our survey have a yearly income superior to 100 000 euros - an income that is not reached among the non-Apple users. These data really show that affording an Apple product remains a privilege as it is mostly purchased by people coming from higher classes.

A second reason that refrains people from buying an Apple product is the technicalities. Indeed, many tech nerds argue that a better quality phone can be found elsewhere. Next comes tied aesthetics, habits, and boycott. Similarly to what’s been said in the Apple users section, many got their first phone handed by their parents, and they got so used to the operating system that they no longer want to switch. As tastes are subjective, some prefer the design of phones from other brands. When it comes to boycotting, many defended their fierce opposition to Apple practices. Not purchasing Apple products has become a political act of rebellion against a capitalist system that Apple embodies to its core. Lastly some mentioned how they found it annoying that Apple was not compatible with other operating systems.

Having identified the respective groups which comprise Apple and non-Apple owning individuals, the logical continuation is to examine people’s satisfaction with their devices. Now that we’ve uncovered the various reasons as to why people are/aren’t compelled to purchase Apple products, it is imperative that we understand how people reflect upon their decisions after the fact. While the fact that the majority of our survey sample own an Apple device (at least 50 people out of 71) may initially suggest that there is a strong preference for the brand, this surface-level data point does not necessarily prove that all of those individuals are pleased with their products. Gauging satisfaction is particularly important to this research project as it can shed light on the intentions behind an individual’s selection of electronic devices. More specifically, if one were to be dissatisfied with their product (meaning it does not successfully deliver on their needs), but this person is a returning customer of the brand year after year, then scenarios such as these confirm the existence of more influential external factors, such as social pressure. In an attempt to measure consumer satisfaction, we arrived at the following results. Out of 50 exclusively Apple consumers, roughly 86% of people are satisfied with their products, and 14% are somewhat satisfied or unhappy. Meanwhile, of the 11 exclusively Android owners, 63% were satisfied leaving 37% somewhat satisfied or unhappy. Evidently, this chart confirms that a significantly greater proportion of Apple owners are satisfied with their devices relative to Android owners, among which there is considerably greater dissatisfaction. Ultimately, what this data demonstrates in real terms is that many Android owners would switch to an Apple device (among other alternatives) if they had the opportunity, while the vast majority of Apple owners are content with the brand.

Satisfaction with device

When we speak about product satisfaction, we are naturally guided to look at a device’s features, software, and build quality. However, by being a subjective indicator, satisfaction largely relates to the emotions of a consumer, thus, we must also consider the factors which influence one’s emotions. In thematic accordance with the social aspect of this investigation, a prominent occurrence among youth that can cause unhappiness is the feeling of exclusion, commonly known as FOMO. To test whether social exclusion is something that exists within the realm of tech products, we asked non-Apple owners in particular if they have ever felt isolated or excluded by not partaking in the ever growing trend.

Feelings regarding personal devices:

Simply put, roughly 17% of non-Apple owners experience isolation, while a clear majority of 83% reported no sense of exclusion. Seeing as non-Apple owners are a minority in this sample, this result comes as a relative surprise as most would expect for there to be a greater sense of wanting to belong to a larger community. However, if this data proves anything, it is that the non-Apple owner circle, as small as it may be in our community, is a proud one at that. Alternatively, the pride of not owning an Apple device can also be explained by several other reasons. For example, some might feel a great sense of satisfaction for intentionally going against the tide, so to speak. Another possibility is that there simply is not that much social abuse directed towards non-Apple owners to an extent that would make them feel excluded. These are both plausible outcomes that lead to one peculiar conclusion about the consumer tech industry: the same existing social pressures that guide people to purchase Apple products do not necessarily dissuade people from siding with Android or other operating systems. In other words, the fashion aspect, trendiness, and feeling of belonging to a larger community are all bonuses that come along with Apple, but that isn’t to say that one cannot find the same sense of belonging elsewhere. After all, technological preferences are highly subjective.

Limitations

Upon reflection, we found a few limitations to our investigations. If we were to redo the project again, we would send out the survey to a more economically diverse pool of respondents. Indeed, SciencesPo represents “l’élite de la Méditerranée” as Director Yasmina Touaibia likes to put it, and although it aims to be more economically inclusive, it still is a place that gathers students from a certain social class. Having received responses mainly from these students, we can assume that there was a bias from the start. Although Sciences Po Menton, and the families in which we sent out the survey come from diverse social and economic backgrounds, they are still representative of the people who are exposed to Apple products in their surroundings. This exposure may be a sign of either globalization or in certain events, economic priviledge or the exposure to it. Although Apple products may be the norm in our societies, our results may differ completely if we reached out to larger and more institutionally different societies.

Conclusion

Although Apple products’ sleek interface paired with its' easy-to-navigate features may be a justifiable explanation to the company’s success, these factors alone don’t suffice for the way it has quickly infiltrated the lives of the masses. The group initially hypothesized that there are social factors that play into the purchase of operating devices, this is particularly true about Apple products given the popularity of the company. Apple has created a seemingly inescapable image of its products as the superior choices by conflating their products with signs of wealth, status, and feasibility. From our 71 respondents, 60 people had been influenced into purchasing at least one Apple product, and 42 people said that this influence came socially.

When we asked about the reasons behind the use of Apple, 20% of respondents claimed that they feared feeling left out and 27% claimed that they made their purchases to follow trends. This information cemented our initial hypothesis, but there were some less anticipated yet justifiable responses. Having known this information, one cannot help but to ask how Apple was able to accumulate this popularity, and if the circumstances would have been different if there had been a change in one of the selling factors from the beginning?

Although social factors play a significant role in the company’s popularity, this relatively newfound craze can be attributed to the combination of the aforementioned factors. The group personally believes that if the popularity was not focused on Apple, there would have been another software that caught the eyes of people alike. This notion ties into Leary and Baumeister’s ideas; People will inevitably blindly chase the feeling of belonging regardless of what seems popular at the moment. The idea of blind following brings forth larger questions as to whether this habit is healthy? Has this innate sense of belonging disabled people from making choices independently? And have we become too materialistic that the sense of belonging can be defined by how much one is capable of spending on an operating device?

The Apple phenomenon arguably feeds into maintaining a capitalist, consumerist, and classist world. The company’s popularity inadvertently marginalizes a group of other users, who for their own personal and justifiable reasons, don’t fit into the group of Apple users. Apple has proven to be adamant on maintaining their status, but is this global domination goinbg to last forever? Or will the development of new devices overtake Apple's success?