The trend for form over function continues

[Quote:]

In another study by Rubicon Consulting, the firm asked iPhone owners “When you got your iPhone, what model of mobile phone, if any, did it replace?” The findings are quite interesting. Unsurprisingly, many of the replaced models are high-end smartphones like Windows Mobile phones (14%), Blackberries (13%) and Palm (7%) devices. However, almost a quarter (24%) of respondents upgraded to their iPhone having previously owned a Motorola RAZR.

If we accept that the RAZR was first and foremost a fashion phone, then the Rubicon findings are at first a little peculiar. While it is logical that a smartphone user would be attracted to a feature-rich device like the iPhone, why have so many iPhone owners migrated over from a single handset model which had virtually no technical merits to speak of? As a feature phone, the RAZR’s functionality was indistinguishable from the raft of other feature phones on the market at the time. It is true that the RAZR sold enormously well, but not to the extent that 24% of the US phone-carrying public had one.

The iPhone and RAZR share a common feature and is why a disproportionate number of RAZR owners have moved in Apple’s direction. It is a feature that has nothing to do with technology and everything to do with style. The RAZR was an iconic device in terms of its design and this was its primary appeal to consumers. When looking to upgrade 18 months later, many RAZR owners now want to move to something equally stylish and the iPhone fits this bill. And while consumers may have purchased their RAZR subsidised, they have been willing to pay full price for the iPhone to continue owning a phone strong fashion credentials.

The RAZR had style? Was there a memo I missed?

3 Responses to “The trend for form over function continues”

  1. Maarten Says:

    The iPhone has style? Its physical shape? The slimmed down soap bar?

  2. John Sinteur Says:

    I think you just insulted a lot of soap bars…

  3. Roland Hesz Says:

    I saw an iPhone yesterday - the old one, not the 3G - at my mobile provider. It costs about 722USD.
    I guess I will pass, style or no style.


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