3 Reasons Why Apple Could Have Done More Customer Research

In retrospect, it appears Apple should have conducted more customer research before launching the iPhone 5c and 5s, based on some of the negative feedback from consumers and critics.

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Here are three reasons why Apple (sans Steve Jobs) may have needed more customer research before launching on September 20, 2013.

1- Repackaged iPhone 5

If the iPhone 5c only has to do with repackaging, then why make the upgrade? Many point to the fact, this smartphone is essentially identical to last year’s iPhone 5, except that its back and sides are a single piece of plastic instead of metal and glass. Some critics say, all it is — is the technology from the “iPhone 5 stuffed into a plastic shell” – available in five vivid colors – with a few minor updates such as a better front-facing camera and a heftier battery.

2- iOS7 Can Be Downloaded to older Devices

Bot the iPhone 5c and 5s run iOS7, the latest version of Apple’s mobile operating system. However this same system is also now available for downloads to older iPhones and iPads, so why do you need with one of these new phones?

3- Pricing

Pricing is a consideration. On the Verizon (VZ), AT&T (T) and Sprint (S) networks in the U.S., the 5s starts at $199 on a two-year contract for a model with 16 gigabytes of storage, while the 5c is the least expensive new iPhone ever: $99 for the 16-gigabyte version. On the contract-free T-Mobile (TMUS) network, the 5s starts at $649, the 5c at $528. While the lower price models are attractive, does the average consumer really want to be locked into two-year contract?

Why Online Surveys are Important

Smart-Survey recommends conducting online surveys for business owners. It’s a great option for those who would like to conduct their own market research at a fraction of the usual cost. In their blog, titled, “10 Advantages of Online Surveys,” they outline ten benefits of using online surveys as a way of researching your target market. Something that Steve Jobs’ successor, Timothy D. Cook might have spent a little more time with before launching the iPhone 5c and 5s.


If at the end of the day, a new Apple product doesn’t knock your socks off, why purchase? If the updates and enhancements are only incremental, might you be buying more into the hype, than the product? Perhaps, Rich Jaroslovsky from Bloomberg News best summed it up when he said, “there’s nothing wrong with either phone. But there’s not much that’s pulse-quickening about them either.”

Drew Hendricks is a professional business and startup blogger that writes for a variety of sites including The Huffington Post, Forbes and Technorati. Drew has worked at a variety of different startups as well as large advertising agencies.