On September 12th, 2023, Apple introduced its newest release: the iPhone 15. With each year seeing a newer model, the iPhone has become the optimal option for most Gen Zs compared to other Apple devices or even phone brands.
Apple has accomplished this feat for many reasons, the major factor being the adoption of the “Apple Ecosystem”: a digital ecosystem of products including the iPhone, iPad, Apple Watch, and several others. CDNIS provides a prime example of this ecosystem as an Apple Distinguished School, where students and staff are provided with Macbooks — and iPads for younger children — for educational purposes.
The company has found ways to create a perpetual cycle of Apple product purchases and consumption. Notably, Apple created features connecting its products, like Airdrop to share files. This trademark feature encourages consumers to purchase iPhones and iPads to connect to their MacBooks, creating their own Apple ecosystems at home and school. While Apple is not the only company with an “Ecosystem”, its enormous influence on the consumer electronics market comes from its specific services provided. For instance, iPhones have more optimization in apps compared to its competitors, attracting customers who desire a better and more intuitive experience, whilst also incentivizing app developers to optimize their apps for iPhones.
Of the many characteristics and services Apple products possess, the most powerful, but also controversial, of them is arguably iMessage. In the US, the infamous “Green Bubble Controversy” caused a significant increase in peer pressure among teenage Gen Zers. The controversy sparked from Apple’s iMessage software; it typically requires an iCloud ID to allow users to text others, but if one uses the software to text an Android user, it would automatically fall back to the relatively weaker SMS texting software — one that does not give all the quirks of iPhone-to-iPhone texting, such as checking whether or not a message has been read or received, as well as monitoring the typing status of others. This, in turn, causes more teenagers to switch over to iPhones due to concerns over being bullied because of something as simple as having a different coloured text message.
With the new introduction of the iPhone 15, Apple’s grip on Gen Z was tightened further due to its continuous device feature upgrades. From the increasing usage of the “Dynamic Island” improved camera quality to the USB-C charging port to remain consistent with the rest of the Apple Ecosystem, Apple continues to reap the benefits of consumerism across Gen Z.
Ultimately, Apple’s dominance over the Gen Z market is heavily due to its intuitiveness. The majority of Gen Z see their phones as a passage to access social stimuli or receive instant gratification, whether it be through online video content or gaming. Apple’s method does not require boasting fancy ingenious innovations; instead, it focuses on its software and adjustments that contribute to building its brand and promoting improved quality of life — looking back on the history of the iPhone, the evolution in physical design stopped with the iPhone X. In the end, there is no denying that Apple is an incredibly influential and successful company, making an impact on future generations.
